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PromotingCommunityInvolvementandOpinionLeadershipinProtectionoftheSaltMarshesofBlackwaterNationalWildlifeRefugeAn analysis of audience and program participant surveys conducted for 

Pickering Creek Audubon Center  

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July2016

Reportauthor:KarenAkerlof,PhDCenterforClimateChangeCommunication,GeorgeMasonUniversityThisreportwasfundedthroughagrantfromtheTownCreekFoundationofEaston,MarylandtoAudubonforthesupportofPickeringCreekAudubonCenter’ssaltmarshcommunityengagementproject,“SaltMarshStories.”

PhotoofBlackwaterNationalWildlifeRefugecourtesyofK.Akerlof

 

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Table of contents Executivesummary.......................................................................................................................................................41. Background...................................................................................................................................................7

Outreachprogram.........................................................................................................................................7Researchrole................................................................................................................................................…8

2. Methodology..................................................................................................................................................8Baselinesurvey..............................................................................................................................................9Surveyofparticipantsindaylongexperientialevent..................................................................10

3. Characteristicsoffouraudiencesforsaltmarshengagement......................................11Wherethefourfocalaudienceslive....................................................................................................12CommunityandBlackwaterNationalWildlifeRefugeplaceattachment...........................12AwarenessofandvisitstoPickeringCreekAudubonCenter..................................................14Affinityforandrelatednesstonature................................................................................................15Values(egoistic,altruistic,biospheric)..............................................................................................16Saltmarshesandsealevelriseissueinvolvementandcommunication.............................18Saltmarshandsealevelriseknowledge...........................................................................................20Sealevelriseandclimatechangecertaintyandcausation.......................................................21Perceptionsofsocialandscientificconsensus...............................................................................23

4. Civicandcommunicationopinionleadership.........................................................................255. Factorsforopinionleadershipandissueinvolvement......................................................286. Summaryofaudiencecharacteristics...........................................................................................307. Audiences:Conclusionsandrecommendations.....................................................................308. CharacterizingparticipantexperiencesatBlackwaterNWR.........................................34 FamiliaritywithBlackwaterNWR.......................................................................................................34 Groupcohesion.............................................................................................................................................359. Participantsatisfactionwithprogramcontentandstaff..................................................37 Whatparticipantswouldtellothersabouttheirexperience...................................................3910.Emotionsexperiencedduringtheprogram..............................................................................4011.Participantattachmenttotherefugeandnature..................................................................4212.Understandingofsaltmarshes,sealevelrise,andclimate.............................................43 CertaintyofsealevelrisehigheramongAudubonandhigher

educationparticipants..............................................................................................................................43 Tripattendeescalloutlossofsaltmarshesduetosealevelrise...........................................4513.Participantissueinvolvementandcommunicativeintent..............................................46 Emotionalexperiencesrelatetocommunicativeintent.............................................................4814.Factorsrelatedtoissueandprogramcommunication.......................................................4915.Understandingprogramparticipantexperiences.................................................................5016.Programexperiences:Conclusionandrecommendations...............................................52

Appendices.....................................................................................................................................................................54

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Executive summary TheresearchconductedforthisreportisintendedtobenefitthedevelopmentofPickeringCreekAudubonCenter’soutdoorexperiential“SaltMarshStories”programatBlackwaterNationalWildlifeRefuge.AudubonMD‐DCworkswithU.S.FishandWildlifeService,TheConservationFund,andothergovernmentalandnon‐profitactorstorestorethesaltmarshesoftherefugeandpreparefortheirmigrationwiththeadvanceofsealevelrise.PickeringCreek’spresenceinnearbyTalbotCountyandexpertiseinenvironmentaleducationpositionsthecentertoplayacriticalroleinpublicoutreachandengagementparallelingthesesaltmarshresearchandpreservationefforts.

Thefullstudyincludesstakeholderinterviewscapturedina2015report,1andasetoftwosurveysdescribedinthisdocument:abaselineofaudiences,andassessmentsfromprogramparticipants.TheinterviewsandsurveysaddressfourfocalaudiencesforPickeringCreekAudubonCenter’ssaltmarshengagement:businessandfaithcommunitiesinDorchesterandTalbotcounties,studentsandfacultyfromhighereducationinstitutionsontheEasternShore,andAudubonchaptermembersandaffiliates.Thebaselinesurveyaddressesallfourgroups,whiletheBlackwaterNWRtripparticipantsurveyincludesjustAudubonandhighereducation.

Audience findings 

Thesaltmarshesarenotasalientissueformostpeople.Substantialpercentagesofthosefromhighereducationinstitutions,andthebusinessandfaithcommunity,saythattheyarenotatallknowledgeableorthinkaboutthesaltmarshes(34%/40%,highereducation;33%/44%,businesscommunity;25%/34%,faithcommunity).

Almosthalfofhighereducation,business,andfaithaudiencesnevertalkaboutthesaltmarshes(45%‐55%),orhearpeopletheyknowtalkaboutthem(41%‐48%).

Uncertaintywhethersealevelriseisoccurringishigh,muchhigherthanforclimatechange.Only48%saythattheyareveryorextremelysurethatsealevelriseiscurrentlyhappeningalongMaryland’scoastlines.Membersofthebusinesscommunityaremostlikelytosaythattheyarenotatallknowledgeableaboutsealevelrise(38%),ordonotthinkaboutitatall(36%).Only30%saytheyareveryorextremelysuresealevelriseishappening.

Peopleassumethatscientistsarecertainthatsealevelriseisoccurring,butthatthosearoundthemarenot.Amajority—61%—saythatmorethan80%ofscientiststhinksealevelriseishappeningoffMaryland’scoastlines,butjustoverhalf(51%)saythat40%orlessofpeopleintheircommunityandthestatesaythesame.

Promoting opinion leadership and issue involvement 

Allfourfocalaudiences—Audubon,highereducation,andfaithandbusinesscommunities—haveindividualswhorankhighlyonconservationcommunicationandcivicleadership.Communicationleadershippromotingconservationisthe

                                                            1Akerlof,K.(2015).EngagingEasternShorecommunitiesinprotectionofthesaltmarshesofBlackwaterNationalWildlifeRefuge.Fairfax,VA:GeorgeMasonUniversityCenterforClimateChangeCommunication.Availableathttp://climatechangecommunication.org/climate‐resilience‐communication‐for‐the‐mid‐atlantic/research‐supporting‐outreach‐programs/

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highestamongthosefromhighereducationinstitutionsandlowestamongthebusinesscommunity.

PlaceattachmenttoBlackwaterNationalWildlifeRefugeisoneofthestrongestfactorsrelatedtoissueinvolvementandopinionleadership.Itsignificantlypredictscombinedcivicandconservationcommunicationleadership,conservationcommunicationleadership,andsaltmarshissueinvolvement.Affinityfornatureisthenextmostfrequentsignificantpredictor.

Program design 

Of18emotionslistedonthesurveyquestionnaire,onaverage,peopleexperiencenineduringtheirtimevisitingBlackwaterNWRwithPickeringCreekAudubonCenter.Almosthalfofparticipants(46%)saythattheytheprimaryemotiontheyexperiencewhileatBlackwaterNWRisinspiration.

Morethanhalfofhighereducationstudentsandfacultyfeelaveryorextremelystrongsenseofbelongingtothegroup(58%),asopposedtojustunderhalfforAudubon(43%).Similarly,halfofthestudentsandfacultyfeelveryorextremelyclosetoothergroupmembers(50%),whereas34%ofAudubonmembersdo.

HighereducationparticipantsontheBlackwatertripshowgreaterlevelsofemotionalconnectednesstotherefugecomparedtobaselinesurveydataforthataudience;Audubonmembers—alreadyathighlevels—donot.Highereducationaudiencemembersalsodemonstratehigherlevelsofassessedknowledgeonsaltmarshandsealevelriseonthelatertripsurveythanthebaseline,whileAudubonaffiliatesdonot.

Factors promoting issue communication 

ThefiveemotionsexperiencedduringtheBlackwaterNWRtripthatmoststronglyrelatetointentiontocommunicateaboutthesaltmarsheswithfriendsandfamilyafterthetripare“inspired,”“excited,”“motivated,”“entertained,”and“breathtaken.”

Placeattachmentandaffinityfornature(orrelatedness)arethemostconsistentlyrelatedtointenttocommunicatewithothersaboutthesaltmarshesandsealevelriseaftertheprogram,andprogramrecommendation.Numberofexperiencedemotions,feelingsofbondingwiththegroup,andhigherscoresontopicareaknowledgealsosignificantlypredictsaltmarshcommunicationintent.

Recommendations 

Increasethefrequencyofcommunicationonsealevelrisetoaddresshighattitudinaluncertaintyontheissue.

Lookforadditionalopportunitiestopromotefeelingsofcommunityconnectednesstothesaltmarshesandpride(seebox,page33).

Recognizethetimes—likethesaltmarshplantings—whereparticipantsengageemotionallyasthepointsthathighlyrelatetowhetheraparticipantvoicesinterestinrelatingtootherswhattheydidandlearned.

Lookforopportunitiestohelpthegroupmembersbondandexpresstheirmotivationsforrestoringthesaltmarshestoincreasesocialcohesionandcollectivegoalidentification.

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Promoterepeatvisitstothemarshes—andplaceattachment—byofferinginformationonhowtogetinvolvedinotherways.

Askparticipantswhattheythinktheirfriendsandfamilyknowaboutsealevelriseandthesaltmarshes.Encourageparticipantstotalkwithothersabouttheseissuesandwhattheydidattherefuge,lettingthemknowtheirvoiceisimportantforthewidercommunitytohear.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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1. Background PickeringCreekAudubonCenterhasconductedadultenvironmentaleducationprogramsinBlackwaterNationalWildlifeRefugeontheeffectsofsealevelriseonsaltmarshecosystemsforthelastfiveyears.Titled“SaltMarshStories,”thishands‐onexperientialprogramrecruitsresidentsofMaryland’sTalbotandDorchestercounties,aswelluniversitystudentsandAudubonmembersfromthesurroundingregion,totourtherefugeandcontributetoitsrestorationthroughplantingsofnativegrasses.Astheprogramhasmatured,PickeringCreekhasturneditsattentionfromnotjusteducatingresidentsontheecologicalroleofthesaltmarshes,andtheirincipientthreatfromsealevelrise,butpromotingbroaderdiscourseandadvocacyonbehalfoftheirpreservation.

TheresearchcapturedinthisreportisintendedtobenefitthefurtherdevelopmentofPickeringCreek’soutreachprograminattractingwideraudiencesandinfluencingcommunity‐wideattitudesandbehaviors,particularlyopinionleadershipfortheconservationofthesaltmarshes(Figure1).Opinionleadershipisbelievedtobeoneofthestrongestdeterminantsofadvocacy.2EarlierstudieshavedemonstratedlowpubliccertaintythatsealevelriseisoccurringalongMaryland’sshorelines,evenamongresidentsonthelow‐lyingEasternShore(18%very/extremelysure).3

Individualsandorganizationscanamplifysocietal‐levelriskidentificationandprioritizationthroughcommunicationwithothersaroundthem.4Theclassicanalogyforsocialtransmissionofrisksignalsisripplesinapondmovingoutwardfromthosewhoinitiallyrecognizeathreat.PickeringCreekseekstoinitiatetheripplesinthepondbycreatingexperiencesduringitsdaylongeventsthatinstillattachmenttothesaltmarshesoftherefugeandinspirecognitiveandemotionalriskresponsestotheirpotentialloss,suchascommunicationwithintheirsocialnetworks.

1.1 Outreach programPickeringCreekAudubonCenter’sSaltMarshStoriesprogramconsistsofthreecomponents:1)aneducationalpresentationdeliveredtoaudiencesattheirlocation;2)toursofthenationalwildliferefugetolearnaboutitsimportanceaspartoftheAtlanticFlywayforcriticalbirdhabitat;and3)restorationofsaltmarshbyvolunteerreplantingofgrassplugsinareasthathaveexperiencedecologicaldeterioration.In2015‐2016,theprogramsconductedatBlackwaterNationalWildlifeRefugecombinedamorningtourofthemarshwithafternoonreplantingofgrassesintoonedaylongevent.

                                                            2Nisbet,M.C.,&Kotcher,J.E.(2009).Atwo‐stepflowofinfluence?:Opinion‐leadercampaignsonclimatechange.ScienceCommunication,30(3),328–354.;Roser‐Renouf,C.,Maibach,E.W.,Leiserowitz,A.,&Zhao,X.(2014).Thegenesisofclimatechangeactivism:fromkeybeliefstopoliticalaction.ClimaticChange,125(2),163–178.3Akerlof,K.,&Maibach,E.W.2014.Adaptingtoclimatechange&sealevelrise:AMarylandstatewidesurvey,fall2014.Fairfax,VA:CenterforClimateChangeCommunication,GeorgeMasonUniversity.Availableatclimatemaryland.org.4Kasperson,R.E.,Renn,O.,Slovic,P.,Brown,H.S.,Emel,J.,Goble,R.,…Ratick,S.(1988).Thesocialamplificationofrisk:Aconceptualframework.RiskAnalysis,8(2),177–187.

 

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Figure1.Buildingcommunicationleadershipinsupportofsaltmarshprotection

1.2 Research roleGeorgeMasonUniversity’sCenterforClimateChangeCommunicationwasaskedtoassistinsupportingandassessingPickeringCreek’seffortsin2014‐2016withaudienceresearch.Thestudyincludesasetofstakeholderinterviewscapturedina2015report,andthesetofbaselineaudienceandprogramparticipantsurveysdescribedinthisdocument.BoththeinterviewsandsurveysaddressfourfocalaudiencesofPickeringCreekAudubonCenter’ssaltmarshengagement:businessandfaithcommunities,highereducation,andregionalAudubonchapters.

2. Methodology Thestudycomponentscoveredhereincludetwosurveysdeliveredbetweenspring2015andspring2016.Thebaselinesurveywasconductedonlineandincludedmeasuresofdemographiccharacteristics,politicalideology,placeattachment,knowledge,perceivedsocialandscientificconsensus,issueinvolvement,andopinionleadership.ThesecondstudywasdeliveredtoparticipantsonpaperaftertheytookatourofBlackwaterNationalWildlifeRefugeandparticipatedinaplantingofanativesaltmarshspecies,usuallygrasses.Theinstrumentincludedsomeofthesameplaceattachment,knowledge,andissueinvolvementmeasuresastheonlinesurvey,butalsoquestionsaboutprogramcharacteristicsandparticipants’emotionalresponsesandfeelingsofconnectednesswithothersduringtheday.

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SurveyrespondentswereprovidedwithaDuncanDonuts$5giftcardfortakingtheonlinesurvey,andaninformationalbrochureonrefugespeciesfortakingthepaperversionatBlackwater.TheresearchwasapprovedbyGeorgeMasonUniversityHumanSubjectsReviewBoard.ThesurveydatawereanalyzedusingSPSSv.20.Intheanalyses,wedescribethefourfocalaudiences,inparticularfactorsforissueinvolvementandopinionleadership,andidentifyaspectsoftheprogramthatstatisticallyarerelatedwithincreasedinterestamongparticipantsinwidercommunitydiscussionofthesaltmarshesandtheneedtoprotectthemfromsealevelriseandclimatechange.

2.1 Baseline survey  

CollegestudentsfromenvironmentalscienceandstudiesprogramsandAudubonchaptermembershavebeentraditionalaudiencesforPickeringCreekAudubonCenter’sprogrammingatBlackwaterNationalWildlifeRefuge.Theseindividualsgenerallydonotliveinthevicinityoftherefuge.Becauseofthesignificanceofthesaltmarshestothelocalcommunity,andanticipatedchangesintheseecosystemsduetoclimatechangeandsealevelrise,theCenter’sstaffhavesoughttoalsoattractlocalresidents.InadditiontohighereducationinstitutionsandAudubonchapters,staffcontactedbusinessesandfaithorganizationsinDorchesterandTalbotcountiesstartinginMarch2015totakeanonlinesurveymeasuringaudiencecharacteristicsandadvertisetheprogram.Theyrecruitedfromrandomizedlistsof83faithorganizationsand488businessesinDorchesterCounty,and55faithorganizationsand694businessesinTalbotCounty.Inordertoincreasethefrequencyofsurveyparticipationfromorganizationsnotaslikelytoparticipateinthesaltmarshprogramming,therandomizedlistsoforganizationswereagainrandomlysplitintotwogroups:(1)thoseaskedtotakethebaselinesurveyandparticipateinthefullprogram;and(2)thoseaskedtoonlypromotethesurveyamongtheirteammembers.TheseorganizationsformedaconveniencesampleofindividualsfromthefouraudiencesofinteresttoPickeringCreek.In2015,14organizationslistedinTalbotCountyparticipatedinthebaselineonlinesurvey;another8organizationsinDorchesterCountyresponded.Twenty‐eightorganizationsdistributedthesurveytotheiremployeesormembers.Theyrangedfromenvironmentalgroups(2)andcommunitygroups(6),tobusinesses(17),faithorganizations(1),andhighereducationinstitutions(2).Inthesecondyear(2016),staffcontinuedtorecruitfortheonlinesurvey,butprimarilytoaugmentresponsesfromorganizationswithintheirtraditionalaudiences.Threeparticipated:SalisburyUniversity,Wor‐WicCommunityCollege,andregionalAudubonmembers.In2015,179individualscompletedthebaselinesurvey;in2016,thenumberwas63.Thetotalsamplesizefortheonlinesurveywas242.Withinthe15‐minuteweb‐basedsurvey,respondentswereaskedtoself‐identifyasaregularattendantofreligiousservices(onceamonthormore),amemberinalocalchapterofAudubon,astudent/faculty/staffatalocalinstitutionofhighereducation,and/oremployedinabusinesslocatedineitherDorchesterorTalbotcounties.Thesecategories

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arenotnecessarilyexclusive.SeeTable1forabreak‐downofthenumberofbaselinesurveyparticipantsacrossthesecategoriesbyyear.Whilethesamplesizeforeachindividualaudienceissmall,withasmuchasa15percentagepointmarginoferror,thedifferencesbetweengroupsremaininstructive.Themarginoferrorfortheentirebaselinesurveysampleisbetween6‐7percentagepoints.Confidenceintervalshavebeenprovidedforaverageresponsesonsomeofthevariablestoassistinvisuallyinterpretingwhenaudiencedifferencesaremeaningful.Table1.Numberofrespondentsin2015‐2016whoself‐identifiedwiththefocalaudiences

Areyouamemberofalocalchapterof

Audubon?

Areyouastudent,facultyorstaffatalocalinstituteofhighereducation?

Doyouworkforabusinesslocatedineither

DorchesterorTalbotcounties?

Doyouregularlyattendreligious

services?2015 39 28 54 672016 4 38 5 20Total 43 66 59 87

 Thedemographiccompositionofthebaselinesampleisskewedtowardwomen(70%)andthosewitha4‐yearcollegeoradvanceddegree(54%)(AppendixA2‐A7).Respondentsaremoreevenlydistributedacrossagecategorieswith41%fallingbetweenage18to34andanother33%fallingbetweenage45to64.FewareethnicallyLatinoorHispanic(2%)orAfricanAmerican(5%).Themedianhouseholdannualincomeofparticipantsisbetween$50,000to$74,000.Thesamplealsotiltsmoreliberalthanconservative(39%liberal,33%moderate,28%conservative)(AppendixA8).

2.2 Survey of participants in daylong experiential event  

Theparticipantsinthe“SaltMarshStories”triptoBlackwaterNationalWildlifeRefugetookanapproximately10‐minutepapersurveyabouttheirexperiencesattheendoftheday.Ofthe221respondentstothissurvey(64in2015;157in2016),58hadalsocompletedtheprioronlinesurvey.Participatingorganizationsfrom2015‐2016includedAudubon,ChesapeakeCollege,SalisburyUniversity,WashingtonCollege,andWor‐WicCommunityCollege.Audiencesinthepost‐surveyarecategorizedashighereducationorAudubonwithanyunaffiliatedparticipantsincludedunder“allrespondents.”5Highereducationinstitutionsrepresented77%ofthesample(n=170),withAudubonrepresenting21%(n=47).Thesampleagainisskewedongenderwithmorefemaleparticipants(62%)thanmale(AppendixB1). 

 

 

                                                            5Organizationsarrangeforparticipationofmembersinthe“SaltMarshStories”programwithPickeringCreek.ThedivisionofthesampleisbyorganizationalaffiliationforthepurposesofthetriptoBlackwaterNWR.

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3. Characteristics of four audiences for salt marsh engagement WetlandsriddletheinteriorofDorchesterCounty,comprisingnearlyhalfofthecountyincludingthesaltmarshesofBlackwaterNationalWildlifeRefuge.6ThetidalmarsheswithinthisregionaresomeofthemostextensiveintheUnitedStatesandrepresentcriticalwildlifehabitat,particularlyforbirds.Inthepastcentury,thousandsofacresofmarshhaveconvertedtoopenwaterduetodestructionfrominvasivespeciesandrelativesealevelrise.By2100,mostoftherefugeisprojectedtobepermanentlyinundatedbywater,withsignificantportionsoftherestofthecountysubjecttoflooding(Figure2).Thecountyalreadyfacessignificanteconomicchallenges.Atjustover$46,000,medianhouseholdincomesarelessthantwo‐thirdsofthatofthestateasawhole.7ThecountyhasoneofthehighestunemploymentratesinMaryland(8.5%).Bywayofcomparison,TalbotCounty,whilejustnorthofDorchesterCounty,hasmedianincomesthataremorethanathirdhigher,andunemploymentratesthatare2.9percentagepointslower.

WestartedthebaselinesurveybyaskingrespondentsabouttheirattachmenttotheirowncommunitiesandBlackwaterNationalWildlifeRefuge,andabouttheirsocialandecological

Figure2.ChangestoDorchesterCountyanticipatedby2100

 Thistimeseriesfrom2010to2100demonstratestheprogressivepermanentflooding(blue)ofBlackwaterNationalWildlifeRefuge(cross‐hatchedarea)andsurroundingareasofDorchesterCounty,aswellaspriorityregionsofcriticalbirdhabitat(red),andnewpotentialhabitat(pink).8

                                                            6Lerner,J.A.,Curson,D.R.,Whitbeck,M.andMeyers,E.J.2013.Blackwater2100:Astrategyforsaltmarshpersistenceinaneraofclimatechange.TheConservationFund(Arlington,VA)andAudubonMD‐DC(Baltimore,MD).7U.S.CensusBureau.2015,Apr.22.QuickFacts,DorchesterCounty,Maryland.Availableathttp://quickfacts.census.gov/qfd/states/24/24019.html8 Lerner,J.A.,Curson,D.R.,Whitbeck,M.andMeyers,E.J.2013.Blackwater2100:Astrategyforsaltmarshpersistenceinaneraofclimatechange.TheConservationFund(Arlington,VA)andAudubonMD‐DC(Baltimore,MD).

 

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values.Placeattachmenttonaturalareashasbeenlinkedtoenvironmentallyresponsiblebehavior,includingcommunicationwithotherstoencouragepro‐environmentalpractices.9Valuesystemsrepresentanotherlensthroughwhichpeopleselectivelyprocessinformationrelatingtoenvironmentalconcern,10andwhichwehypothesizewouldlikelydifferacrossthefouraudiences.

3.1 Where the four focal audiences live 

MostofthebaselinesurveyrespondentsliveinoneoftheninecountiesontheEasternShoreofMaryland(65%),butthesepercentagesarehighlyvariableacrossthefourfocalaudiences(AppendixA9).Almost7in10Audubonmembersliveinotherregionsofthestate(68%),asdo34%ofthehighereducationaudience,and27%ofthosewhosaytheyregularlyattendreligiousservices.ThebusinesscommunityismostlikelytoliveontheEasternShorewithonly2%sayingtheyresideelsewhere.

Aminorityofsurveyrespondents(37%)liveinDorchesterorTalbotcounties,closetoBlackwaterNationalWildlifeRefuge.Justover1in10ofthesurveyrespondentscallDorchesterCountyhome(11%).Almostathirdofthosefromthebusinesscommunity(30%)saytheyliveinDorchesterand19%ofthosewhosaytheyregularlyattendreligiousservices.FewaffiliatedwithAudubonorthehighereducationinstitutionssaytheyliveinthecounty(respectively,5%and3%).

Moreofthesurvey’srespondentsliveinTalbotCountythanDorchester.JustoveraquarterofsurveyrespondentssaytheyresideinTalbotCounty(27%).Businesscommunitymembersweremostlikelytosayso(54%),followedbyfaithcommunitymembers(31%),Audubonmembers(25%),andthosefromhighereducation(9%).3.2 Community and Blackwater National Wildlife Refuge place attachment 

Whenaskedwhichaspectsoftheircommunityaremostimportanttothem,morethanathird(34%)citeanenvironmentalornaturalfeature(Figure3;AppendixA10).Onein5pointtothepeopleintheircommunity(20%).Frequently,respondentsconnectthetwo.Forexample,onerespondentsaid:“Theenvironmentalandecologicalaspectsofmycommunityaremostimportanttome,especiallytherelationshipsbetweentheenvironmentandpeople.”Recreationalactivities(17%)andwildlifeencounters(18%)arewaysthatpeoplecommonlydrawtheconnectionbetweentheenvironmentalaspectsofthecommunityandthesocialelements.

Incomparingrespondents’placeattachmenttotheirtownorcommunityversusBlackwaterNationalWildlifeRefugeonasixitemscale(AppendixA11‐A14),respondentsidentifiedasemotionallyconnectedtoboth,butratedasmoreattachedto

                                                            9Vaske,J.J.,&Kobrin,K.C.(2001).Placeattachmentandenvironmentallyresponsiblebehavior.TheJournalofEnvironmentalEducation,32(4),16–21.10Schultz,P.W.,Gouveia,V.V.,Cameron,L.D.,Tankha,G.,Schmuck,P.,&Franěk,M.(2005).Valuesandtheirrelationshiptoenvironmentalconcernandconservationbehavior.JournalofCross‐CulturalPsychology,36(4),457–475.

 

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Figure3.Mostimportantaspectsofcommunity

Figure4.Placeattachmenttocommunityandtherefuge 

 

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theirowntownsorcommunitiesthanBlackwaterNationalWildliferefuge.Theaveragefortownandcommunitywas4.7(1‐lowattachmentto6‐highattachment),comparedto3.6forBlackwaterNationalWildlifeRefuge(Figure4).Differencesbetweenaudiencesonplaceattachmentwereminimal,atmost0.4ofatotalof6.0possiblepoints.

3.3 Awareness of and visits to Pickering Creek Audubon Center  

Perhapsunsurprisinglygiventheimportanceoftheenvironmentandnaturetoallfouraudiences,60%ofthemsaidthathadheardofPickeringCreekAudubonCenterbeforereceivingthesurvey(Figure5a;AppendixA15)(Audubon,89%;highereducation,39%;businesscommunity,74%;faithcommunity,64%).Yet,only35%hadvisitedthecenter(Audubon,50%;highereducation,13%;businesscommunity,49%;faithcommunity,36%)(Figure5b;AppendixA16),and17%hadparticipatedinaprogram(AppendixA17).Atthesametime,asmallnumberofthe85respondentswhohavevisitedtheCenterpreviouslyhavedonesofrequentlyovertheyears:notjustmanytimesinjustthepastyear(13%),butmanytimesinpreviousyears(32%)(AppendixA18).

TheHarvestHoedown(12%)isthemostattendedprogramsofsixlistedonthequestionnaire(BirdWalk,7%;schoolprogram,6%;volunteering/eBirdmonitoring,6%;marshgrassrestorationdays,4%;saltmarsheducationaltalks,2%)(AppendixA19).Thenaturalbeautyofthesiteandtheknowledgeablestaffarelistedashighlightsofthesevisitswithfewsuggestionsforimprovement:amongthem,remodelingthewelcomecenterandinteriorspacesforvisitors,andholdingmoreadulteducationevents(AppendixA20‐A21).

AlmostasmanypeoplesaidtheirchildrenhadparticipatedinPickeringCreekAudubonCenter’sprogramsashadthey—12%(AppendixA22).Children’senvironmentaleducationhasbeenapriorityareaforPickeringCreekAudubonCenter’sprograms,andmorethan4in10ofsurveyrespondents(43%)saidtheyhavechildren(AppendixA23).Almostaquarterofthebusinesscommunitysaidtheyhadchildrenwhoparticipatedintheseprograms(23%)(Audubon,12%;highereducation,5%;faithcommunity,16%;AppendixA22).

Ofthe27individualswhosaidtheirchildrenhadtakenpartinaPickeringCreekprogram,againasmallcoregroupidentifiedasattendingfrequentlyoverthepastyear(18%)andinpreviousyears(33%)(AppendixA24).Thesevisitsoccurredwiththeirschool(11%),butalsoforthepurposesofEcoCamp(4%)andJuniorNaturalistCamp(5%)(AppendixA25).Theopportunityforchildrentoplayoutsidewasthemostfavoredaspectoftheprogramswithfewthingsthatrespondentsthoughtcouldbedonetoimprovetheprograms,exceptextendingthemtouppergrades(AppendixA26‐A27).

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Figures5a‐5b.AwarenessandvisitationofPickeringCreekAudubonCenter

 

3.4 Affinity for and relatedness to nature SomeauthorshavecautionedthattheUnitedStatesmaybeexperiencingadeclineinappreciationofnature,orbiophilia,asadirectresultof“videophilia.”11Relatednesstonature—includingenjoymentofbeingoutdoors—isconnectedtoanumberofpro‐environmentalconstructs,includingconcernandbehavior,butalsowell‐being.12Naturerelatednesswasmeasuredwithsixquestions.Examplesinclude:“MyrelationshiptonatureisanimportantpartofwhoIam”;“Ienjoydiggingintheearthandgettingdirtonmyhands”;and“Ienjoybeingoutdoors,eveninunpleasantweather.”Audiencesthatself‐identifywithorganizations,oreducationalprograms,thatfocusontheenvironmentmightconceivablydifferintheiraffinityfornaturefromthosethatdonot,requiringseparatecommunicationstrategies.Instead,allfouraudienceswithinthissurveyscorerelativelyhighlyonnaturerelatedness(3.9‐4.5outof5)(Figure6;AppendixA28).However,Audubonmembersrankhigherthantheotherthreeaudiences—businesscommunity,faithcommunity,andhighereducation—ontheaverageof6itemsscaled(1)lowto(5)highrelatedness. 

 

                                                            11Pergams,O.R.W.,&Zaradic,P.A.(2006).IsloveofnatureintheUSbecomingloveofelectronicmedia?16‐yeardowntrendinnationalparkvisitsexplainedbywatchingmovies,playingvideogames,internetuse,andoilprices.JournalofEnvironmentalManagement,80(4),387–393.;Pergams,O.R.W.,&Zaradic,P.A.(2008).Evidenceforafundamentalandpervasiveshiftawayfromnature‐basedrecreation.ProceedingsoftheNationalAcademyofSciences,105(7),2295–2300. 12Nisbet,E.K.,Zelenski,J.M.,&Murphy,S.A.(2008).Thenaturerelatednessscale:Linkingindividuals’connectionwithnaturetoenvironmentalconcernandbehavior.EnvironmentandBehavior.;Nisbet,E.K.,Zelenski,J.M.,&Murphy,S.A.(2010).Happinessisinournature:Exploringnaturerelatednessasacontributortosubjectivewell‐being.JournalofHappinessStudies,12(2),303–322.

 

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Figure6.Natureaffinity

 

 3.5 Values (egoistic, altruistic, biospheric) Thevaluesweholdunderlieourbeliefsandattitudes,andserveasthe wellspringforouractions.13Whatwedeemmostvaluableinfluenceshowawareweareofenvironmentalconsequencesofouractionsandwhetherwefeelresponsible.14Thosewhoidentifywith“egoistic”values—prioritizingenvironmentalproblemsbecauseoftheirimpactstothemselves,theirhealth,prosperity,lifestyle,andfuture—arelesslikelytoascribeenvironmentalconsequencestotheiractions.Conversely,thosewithbiosphericvaluesofconcernfortrees,marinelife,plants,whales,birdsandanimalsaremostlikelytorecognizeenvironmentalconsequences,takeresponsibilityfortheiractions,anddemonstrateenvironmentalconcern.Altruisticvaluesfocusonthewellbeingofpeopleinthecommunity,children,humanity,andfuturegenerations.Theyaretypicallynotcorrelatedwithenvironmentalconcerns.

                                                            13Stern,P.C.(2000).Towardacoherenttheoryofenvironmentallysignificantbehavior.JournalofSocialIssues,56(3),407–424.14DeGroot,J.I.M.,&Steg,L.(2007).Valueorientationsandenvironmentalbeliefsinfivecountries:Validityofaninstrumenttomeasureegoistic,altruisticandbiosphericvalueorientations.JournalofCross‐CulturalPsychology,38(3),318–332.

 

17 

Onaverage,allaudienceswerelowestinegoisticvalues(MeanEgoistic,5.8),andhighestinaltruisticandbiosphericvalues(MeanAltruistic,6.3;MeanBiospheric,6.3)(Figure7;AppendixA29‐A31).Incomparingindividualfocalaudiences,thebusinesscommunityscoredhigheronegoisticvaluesthanAudubonmembers;allaudiencesrankedsimilarlyonaltruisticvalues;andAudubonmembersattributedthemselvesasmorebiosphericthanthefaithcommunity(byaslimmargin).Thesedatasuggesttherearesome,ifnotlarge,differencesacrosstheseaudiencesinvaluesystems.

Figure7.Audiencevaluestowardpeopleandthenaturalworld

 

 

 

 

 

18 

3.6 Salt marshes and sea level rise issue involvement and communication 

Saltmarshesaretiedtotheseasbytheirsharingofsalinewaters,tidalcycles,andaquaticspecies.Thisrelationshipnowputsthematthreatfromrapidlyrisingwatersduetomeltingofland‐basediceandlandsubsidence.Restoringwetlands,ofwhichsaltmarshesareonetype,hasbeenafocusofconservationeffortsformorethan60years.15Overthisperiod,therehasbeenashiftfromvaluingwetlandsprimarilyashabitatforwildlifetoappreciatingthemanyotherecosystemservicesthattheyprovide,fromwaterfiltrationtocarbonstorage.Whilethisisamoreholisticrepresentationoftheecologicalroleofwetlands,italsoismoreabstractandremainsremovedfromthesocioculturalmeaningsthattheseareasmayholdforpeople.Indeed,sealevelrisemaysufferfromasimilarlevelofabstraction.16Recentstudieshavedemonstrateddifferencesinthemeaningascribedtowetlandsbasedonthelevelofengagementpeoplehavewiththeseecosystems.17

Inordertocapturetheemotionalandcognitiveinvolvementthatpeoplehavewiththesaltmarshesandsealevelrise,weaskedouraudiencestheextenttowhichtheythinkabout,careabout,andbelievetheyareknowledgeableaboutthesaltmarshesandsealevelrise.Wealsoaskedthemhowfrequentlytheytalkaboutthesaltmarshes,andhearotherpeopledoso.

Acrossallaudiences,peopleweremorelikelytosaythattheycareaboutthesaltmarshes(extremely,20%)thanthattheywereknowledgeableaboutthem(extremely,5%)orthattheyfrequentlythinkaboutthem(extremely,5%)(Figures8a‐8b;AppendixA32‐A34).Fewerthan1in10ofanyofthefouraudiencessaythattheyfeelextremelyknowledgeableaboutthesaltmarshesorthinkaboutthemextremelyfrequently.Indeed,substantialpercentagesofthosefromhighereducationinstitutions,andthebusinessandfaithcommunity,saythattheyarenotatallknowledgeableorthinkaboutthesaltmarshes(34%/40%,highereducation;33%/44%,businesscommunity;25%/34%,faithcommunity);only7%ofAudubonmemberssaythesame.

Theissueinvolvementquestionsforsealevelrisedemonstratedasimilarpattern.Acrossallaudiences,peopleweremorelikelytosaythattheycareaboutsealevelrise(extremely,19%)thanthattheywereknowledgeableaboutit(extremely,3%)orthattheyfrequentlythinkaboutit(extremely,4%)(Figure9;AppendixA35‐A37).Membersofthebusinesscommunityaremostlikelytosaythattheyarenotatallknowledgeableaboutsealevelrise(38%)andthinkaboutitnotatall(36%).Only11%and5%,respectively,ofAudubonmemberssaythesame.

                                                            15Davenport,M.A.,Bridges,C.A.,Mangun,J.C.,Carver,A.D.,Williard,K.W.J.,&Jones,E.O.(2010).Buildinglocalcommunitycommitmenttowetlandsrestoration:AcasestudyoftheCacheRiverwetlandsinsouthernIllinois,USA.EnvironmentalManagement,45(4),711–722.16Akerlof,K.,Covi,M.,&Rohring,E.(inreview)Communicatingsealevelrise.OxfordEncyclopediaofClimateChangeCommunication.17Dobbie,M.,&Green,R.(2013).PublicperceptionsoffreshwaterwetlandsinVictoria,Australia.LandscapeandUrbanPlanning,110,143–154.

 

19 

Mostpeoplesaythattheyhaveheardthetermsaltmarsh—only13%saythattheyhavenot—butitdoesnotcomeupextremelyfrequentlyforthemajorityofPickeringCreek’saudiences(hearaboutit“extremely”frequently,14%,faithcommunity;15%,highereducation;21%,businesscommunity;32%,Audubon)(AppendixA38).Evenfewerpeoplefrequentlydiscussthesaltmarshes(3%),orhearotherpeopletalkaboutthem(2%)(Figure9).Thereislittlevariationbyaudience(AppendixA39‐A40).Almosthalfofhighereducation,business,andfaithaudiencesnevertalkaboutthesaltmarshes(45%‐55%),orhearpeopletheyknowtalkaboutthem(41%‐48%).Audubonmembersaremorelikelytoengageatleastslightlyincommunicationonthisissue—eithertalkingthemselvesaboutit(81%),orhearingotherstheyknowtalkaboutit(70%).

 

Figures8a‐8b.Saltmarshissueinvolvementandcommunication 

 

 

20 

Figure9.Sealevelriseissueinvolvement 

 

 

3.7 Salt marsh and sea level rise knowledge 

Intheprevioussection,measuresofself‐reportedknowledgeonsaltmarshesandsealevelriseweredescribed.Inthebaselinesurvey,wealsoaskedrespondentsfivequestionsaboutsaltmarshesandsealevelrisetoobjectivelycharacterizehowmuchinformationtheyhaveonthesesubjects.Thequestionsrangedfromthedefinitionandfunctionofasaltmarsh,tothreatstothesaltmarsh,rateofsealevelrise,andexplanationoftheroleoftheAtlanticFlyway(AppendixA41‐A45).Respondentsgethalfofthequestionscorrectonaverage(Mean,2.5)(Figure10;AppendixA46).Audubonmembersaremostlikelytoanswerallquestionscorrectly(Mean,3.4).Inaseriesofmultiplechoicequestions,themajoritycorrectlydefineasaltmarsh(66%)andtheAtlanticFlyway(72%),andidentifyoneofthefunctionsthatthesaltmarshdoesnothave(59%).Fewerareabletodistinguishtheadditionofsoilsasnotathreattothemarshes(45%)butasameansofbuildingupthemarshestoescaperisingwaterlines,ortheyearlyrateofrelativesealevelriseinMaryland(12%)(AppendixA41‐A45). 

21 

Figure10.Averagenumberofcorrectresponsestofiveknowledgequestions 

 

 

3.8 Sea level rise and climate change certainty and causation WhilethemajorityintheU.S.havesaidthatclimatechangeishappeningfordecades,18lessthanhalfstronglyholdthatbelief,19includinginMaryland.20Someevidencehassuggestedthatstateresidentsareevenlesssureaboutsealevelrise.21Attitudesthatareheldmorecertainlyarelesslikelytochangeovertime,morelikelytoinfluenceotherattitudes,andaremorehighlycorrelatedwithbehavior.22

Weaskedrespondentsfirstwhethertheythoughtclimatechangewashappening,andthenhowcertaintheywereofthatattitude.Weaskedthesamesetofquestionsforsealevel

                                                            18Klima,K.(2016).Publicperceptionsofglobalwarming:Understandingsurveydifferences.InJ.L.Drake,Y.Y.Kontar,J.C.Eichelberger,T.S.Rupp,&K.M.Taylor(Eds.),Communicatingclimate‐changeandnaturalhazardriskandcultivatingresilience(Vol.45,pp.55–63).Springer.19Leiserowitz,A.,Maibach,E.,Roser‐Renouf,C.,Feinberg,G.,&Rosenthal,S.(2016).ClimatechangeintheAmericanmind:March,2016.YaleUniversityandGeorgeMasonUniversity.NewHaven,CT:YaleProgramonClimateChangeCommunication.20Akerlof,K.,Winch,P.,Parker,C.,&Buckland,A.(2015).Publicperceptionsofclimatechange,fall2015.Fairfax,VA:CenterforClimateChangeCommunication,GeorgeMasonUniversity.21Akerlof,K.&Maibach,E.W.(2014).Adaptingtoclimatechange&sealevelrise:AMarylandstatewidesurvey,fall2014.Fairfax,VA:CenterforClimateChangeCommunication,GeorgeMasonUniversity. 22Visser,P.,&Holbrook,A.(2012).Metacognitivedeterminantsofattitudestrength.InP.Brinol&K.G.DeMarree(Eds.),Socialmetacognition(pp.21–42).NewYorkandLondon:PsychologyPress.

 

22 

 

Figure11.Audiencecertaintythatsealevelriseandclimatechangearehappening

 

23 

rise.Whilein2015,only48%ofMarylanderssaidthattheywereveryorextremelysurethatclimatechangeishappening,afull69%ofrespondentstothissurveysaythesame(AppendixA47).However,attitudestowardsealevelriseareweaker,asexpected.Only48%saythattheyareveryorextremelysurethatsealevelriseiscurrentlyhappeningalongMaryland’scoastlines(AppendixA48).Whilefewofanyaudiencesaythateitherclimatechangeorsealevelrisearenothappening(6%CC;4%SLR),thedifferencesinattitudinalcertaintybetweenaudiencescanbelarge.Two‐thirdsofAudubonmembersareveryorextremelysuresealevelriseishappeninginMaryland,yetonly30%ofthebusinesscommunitysaythesame,a36percentagepointdifference(Figure11).Varianceinattitudinalcertaintyonclimatechangeissomewhatnarrower:morethanthree‐quartersofAudubonmembersareveryorextremelysureofitsexistence(77%),whileonly51%ofthebusinesscommunityare,a26percentagepointsplit.

ThemajorityofAudubonandhighereducationaudiencememberssaythatclimatechangeismostlyorentirelycausedbyhumanactivities(respectively,61%and71%)(AppendixA49).Lessthanhalfofthebusinessandfaithcommunitiessaythesame(40%and46%).

3.9 Perceptions of social and scientific consensus 

Oneofthefactorsthatinfluencesattitudinalcertaintyisthedegreetowhichpeopleperceivethatotherssharethesamebelief.23Indeed,communicationaboutthescientificconsensusonclimatechangehasbecomeawidelyadoptedmessagingstrategybasedonaconsiderablebodyofsocialscienceresearch.24Whathasbeenlessclearistherolethatsocialconsensusmayalsoplayininfluencingattitudinalcertainty.Justasmediaaccountsofclimatechangesciencehavelongemphasizeddisagreementbetweenscientists,asopposedtoareasofconsensus,politicalreportinghasfocusedontheissue’ssocietalpolarization.PreliminaryresultsfromsurveysinMarylandsuggestthatperceptionsofsocialconsensusonclimatechangeplayasimilarroleininfluencingattitudinalcertaintyandfollow‐onbeliefsasdoesthescientificconsensus.

Surveyrespondentswereaskedtoestimatethepercentagerangeofpeopleintheircommunity,region,andstatewhothoughtthatsealevelriseishappening,andthepercentageofscientists.Theywerethenaskedthesamesetofquestions,butforclimatechange.AsseeninthestateofMarylandasawhole,25peopleweremuchmorelikelytounderestimatethesocialconsensusonclimatechangethatthescientificconsensus—70%correctlypegthescientificconsensusasover80%,whileonly24%saythatbetween60%‐80%ofthestate’sresidentssaythatclimatechangeishappening(Figure12a;AppendixA50).Onsealevelrise,againamajority—61%—saythatmorethan80%ofscientiststhinkitishappeningoffMaryland’scoastlines,butmostsaythat40%oflessofpeopleintheircommunityandthestateagreewiththem(51%inbothcases)(Figure12b;AppendixA51).Therearefewdifferencesbetweenthefouraudiencesoftheseperceptions.

                                                            23 Visser,P.,&Holbrook,A.(2012). 24vanderLinden,S.,Leiserowitz,A.,Feinberg,G.,&Maibach,E.(2015).Thescientificconsensusonclimatechangeasagatewaybelief:Experimentalevidence.PLoSONE,10(2),1–8.25 Akerlof,K.,Winch,P.,Parker,C.,&Buckland,A.(2015). 

24 

Figures12a‐12b.Perceptionsofsocialandscientificconsensusonclimateandsealevels

 

 

 

 

 

25 

4. Civic and communication opinion leadership UsingopinionleadershipconstructsdefinedbyRogersandRoperASW,26weidentifiedasubsetofconservationcommunicationopinionleaders,civicleaders(termedinfluentials),andcombinedcivicandconservationcommunicationleaderswithinthefouraudiences.DecadesofresearchonbothopinionleadersandinfluentialssuggestthatthesepopulationsshouldbedifferentfromotherAmericansintheirdemographiccharacteristics,values,socialinteractions,mediaconsumptionandpoliticalbehavior,reflectingtheirpivotalroleinaffectingsocietalchange.27

Fivequestionsformedthebasisforthemeasurementofconservationcommunicationopinionleadership.Theitemsweresummedwithamaximumof24possiblepoints,representingthehighestpossiblescoreforopinionleadership.Thequestionsaskhowmuchpeopletalk—andgiveadviceandinformation—about“protectingourregion’snaturalareasandwildlife,”andhowmanypeopletheyhavereachedoverthepast6months.

Onaverage,peoplescored14.2pointsoutofthepossible24onconservationcommunicationopinionleadership,withthosefromhighereducationinstitutionsrankingthehighest(Mean,15.1)andthebusinesscommunitythelowest(Mean,12.9)(Figure13;AppendixA52).

Civicleaders—orinfluentials—aredeterminedbycountinghowmanyof11politicalorcivicengagementactivitiestheyhavedoneoverthepastyear,includingmembershipinagroupthatlobbiesforpublicpolicychange,attendingarallyormeeting,contactinganelectedofficial,andservingasaanofficerorleaderinalocalorganization.Thoseindividualswhohaveaccomplished3of11actionsinthepastyearqualifyasaninfluential,orcivicleaderaswewillcallthemhere.

Perhapssurprisingly,themajority(57%)ofrespondentsqualifyasacivicleader,includingallbutoneoftheaudiences(54%,Audubon;72%,highereducation;58%,faithcommunity)(Figure14;AppendixA53).Lessthanhalfofthebusinesscommunitysaytheyhaveconducted3civicactionsinthelastyear(41%).

                                                            26Rogers,E.M.(2010).Diffusionofinnovations,4thEd.SimonandSchuster.;Keller,E.,&Berry,J.(2003).TheInfluentials:OneAmericanintentellstheotherninehowtovote,wheretoeat,andwhattobuy.SimonandSchuster.27Nisbet,M.C.,&Kotcher,J.E.(2009).

 

26 

Figure13.Conservationcommunicationleadership 

 

Figure14.Civicleaderinfluentials 

 

 

 

27 

Bycrossingeachgroupofopinionleaders28—thoseatthetop25%ofthecommunicationscaleandthecivically‐mindedinfluentials—asmaller,yetstillsizeablegroupremainswithineachoftheaudiencewhoself‐reportasbothbeinghighlycommunicativewithintheirsocialnetworkandpoliticallyactive(Figure15;AppendixA55).AlmostathirdofAubudonandhighereducationaudiencesfallintothiscategory(Audubon,30%;highereducation,32%).Approximately1‐2ineach10peoplefromthebusinessandfaithcommunitiesalsoqualify(business,11%;faith,22%).Wewouldanticipatethatthisgroup’scombinedleadershipqualitieswouldmakethemthemostwell‐placedandskilledinaffectingsocialchange.

 

Figure15.Combinedcivicandconservationcommunicationopinionleaders 

 

 

 

                                                            28AnideathatoriginatedwithE.W.MaibachatGeorgeMason’sCenterforClimateChangeCommunicationforanalysisofclimatechangeopinionleaders.

28 

5. Factors for opinion leadership and issue involvement Thefirstpartofthisreporthasenumeratedaseriesofaudiencecharacteristicswhichsocialscientistsbelievetobeimportantforpro‐environmentalbehaviors,includingcommunication.Inchoosingthemostimportanttargetsforthepurposesoflimitedoutreachdollarsandtime,wecanmodelhowindividualvariablesmayaffecttheoutcomesofinterest—generatingpublicissueinvolvementinthesaltmarshesandsealevelrise,andpromotingcivicandconservationcommunicationleadership—whileholdingotherfactorsconstant.

Forexample,attitudinalconsensusperceptionsarecorrelatedwiththreeoutcomesthatareofstrategiccommunicationinterest:conservationcommunicationleadership,andsealevelriseandsaltmarshinvolvement(Table2).Sealevelriseinvolvement—anaggregatescalevariablemeasuringself‐reportedknowledge,frequencyofthought,andcaring—ishighlycorrelatedwithmeasuresofperceivedsocialandscientificconsensusonbothsealevelriseandclimatechange.Whenmeasuresofcommunityandscientificconsensusonsealevelriseareincludedinafullmodelpredictingsealevelriseinvolvement(Table3),onlyperceptionsofsealevelrisecommunityconsensusremainasignificantpredictor.Thissuggestsitmaybeamoreproductivebelieftargetindesigningoutreachprograms.

Table2.Relationshipbetweenperceivedconsensusandissueleadershipandinvolvement

Civicandconservationcommunicationleadership

Conservationcommunicationleadership

Sealevelriseinvolvement

Saltmarshinvolvement

Sealevelriseperceivedconsensus

Peopleinmycommunity

.176* .305**

Maryland'sEasternShoreresidents

.327**

Marylandresidents(statewide)

.162* .291**

Scientists .175* .333** .196**

Climatechangeperceivedconsensus

Peopleinmycommunity

.202**

Maryland'sEasternShoreresidents

.196**

Marylandresidents(statewide)

.144*

Climatescientists

.157* .322** .158*

**.Correlationissignificantatthe0.01level(2‐tailed). *.Correlationissignificantatthe0.05level(2‐tailed).

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PlaceattachmenttoBlackwaterNationalWildlifeRefugeisoneofthestrongestfactorsrelatedtoallfouroutcomevariablesofinterest(Table3).Itsignificantlypredictscivicandconservationcommunicationleadership,conservationcommunicationleadership,andsaltmarshissueinvolvement.Affinityfornature(orrelatedness)isthenextmostfrequentsignificantpredictor,connectedtobothsaltmarshandsealevelriseissueinvolvement.Olderageandbiosphericvaluesalsocontributetosaltmarshissueinvolvement.Audubonaffiliation,notbeingassociatedwithahighereducationinstitution,andperceivedcommunitysealevelriseconsensuscontributetoissueinvolvementonthetopic.

Table3.Importantfactorsforissueleadershipandinvolvement  Standardizedmodelcoefficientsofpredictors

Civicandconservationcommunicationleadership

Conservationcommunicationleadership

Saltmarshissue

involvement

Sealevelriseissue

involvement

Age ‐‐ ‐‐ 0.43 ‐‐Male ‐‐ ‐‐ ‐‐ ‐‐Education ‐‐ ‐‐ ‐‐ ‐‐Income ‐‐ ‐‐ ‐‐ ‐‐Conservatism‐Liberalism ‐‐ ‐‐ ‐‐ ‐‐Faithcommunity ‐‐ ‐‐ ‐‐ ‐‐Audubonmember ‐‐ ‐‐ ‐‐ 0.16Highereducation ‐‐ ‐‐ ‐‐ ‐0.18Businesscommunity ‐‐ ‐‐ ‐‐ ‐‐Placeattachment—townorcommunity

‐‐ ‐‐ ‐‐ ‐‐

Placeattachment—BlackwaterNationalWildlifeRefuge

0.60 0.25 0.18 ‐‐

Affinityfornature ‐‐ ‐‐ 0.23 0.19Biosphericvalues ‐‐ ‐‐ 0.17 ‐‐Sealevelrisecertainty ‐‐ ‐‐ ‐‐ ‐‐Climatechangecertainty ‐‐ ‐‐ ‐‐ ‐‐Perceivedcommunityconsensusonsealevelrise

‐‐ ‐‐ ‐‐ 0.16

Perceivedscientificconsensusonsealevelrise ‐‐ ‐‐ ‐‐ ‐‐

Varianceexplainedbymodel 26% 22% 33% 44%

 

 

 

 

 

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6. Summary of audience characteristics Theresultsfromthefirstpartofthisresearchstudycanbedividedintotwogroupsofconclusions:1)aboutthesampleasawhole;and2)specificallyaboutthefourfocalaudiences.

General findings

Thesaltmarshesarenotasalientissueformostpeople.Amajoritysaythattheyhaveheardtheterm“saltmarsh”—only13%saythattheyhavenot—butitdoesnotcomeupextremelyfrequentlyformostofPickeringCreek’saudiences(20%).Evenfewerpeoplefrequentlydiscussthesaltmarshes(3%),orhearotherpeopletalkaboutthem(2%).

Morethantwo‐thirdsofrespondentsareveryorextremelysureclimatechangeishappening(69%).Attitudestowardsealevelrisearemoreuncertain;only48%saythattheyareveryorextremelysurethatsealevelriseiscurrentlyhappeningalongMaryland’scoastlines

Respondentsaremorelikelytounderestimatethesocialconsensusonclimatechangethanthescientificconsensus—70%correctlypegthescientificconsensusasover80%,whileonly24%correctlysaythatbetween60%‐80%ofthestate’sresidentsbelievethatclimatechangeishappening.Onsealevelrise,againamajority—61%—saythatmorethan80%ofscientiststhinkitishappeningoffMaryland’scoastlines,butjustoverhalf(51%)saythat40%orlessofpeopleintheircommunityandthestateagreewiththem.

Allfouraudienceshaveindividualswhorankhighlyonconservationcommunicationandcivicleadership.

Amongthissample,placeattachmenttoBlackwaterNationalWildlifeRefugeisoneofthestrongestfactorsrelatedtoissueinvolvementandopinionleadership.Itsignificantlypredictscivicandconservationcommunicationleadership,conservationcommunicationleadership,andsaltmarshissueinvolvement.Affinityfornatureisthenextmostfrequentsignificantpredictor.

Audience specific findings 

Audubonmembersareuniqueinanumberofcharacteristics:1)mostdonotliveontheEasternShore;2)theyrankhigherthantheotherthreeaudiences—businesscommunity,faithcommunity,andhighereducation—onnaturerelatedness;3)theirvaluesaremore“biospheric”;4)theyaremoreknowledgeableaboutsaltmarshesandsealevelrise;and5)theyaremorecertainthatsealevelriseishappeningoffofMaryland’sshores.

Substantialpercentagesofthosefromhighereducationinstitutions,andthebusinessandfaithcommunity,saythattheyarenotatallknowledgeableorthinkaboutthesaltmarshes(34%/40%,highereducation;33%/44%,businesscommunity;25%/34%,faithcommunity).

Almosthalfofhighereducation,business,andfaithaudiencesnevertalkaboutthesaltmarshes(45%‐55%),orhearpeopletheyknowtalkaboutthem(41%‐48%).

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Membersofthebusinesscommunityaremostlikelytosaythattheyarenotatallknowledgeableaboutsealevelrise(38%)orthinkaboutitnotatall(36%).Only30%saytheyareveryorextremelysuresealevelriseishappening.

Conservationcommunicationleadershipisthehighestamongthosefromhighereducationinstitutionsandlowestamongthebusinesscommunity.

Whileacknowledgingthehigherrepresentationofwomenandmorehighlyeducatedaudienceswholeanliberalamongthesurveyrespondents,forthepurposesofinformingPickeringCreek’soutreach,thissamplerepresentsthoseorganizationsandindividualswhoaremostlikelytorespondwithfairlyhighlevelsofrecruitmenteffort.IndividualswhoarenotlikelytobepersuadedtoparticipateareinherentlyoflesserinteresttotheCenter.

                      

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7.  Audiences: Conclusion and recommendations Ashighlyconnectedtonatureandasactiveasopinionleadersasthesebaselinesurveyrespondentsare,thesaltmarshesarestillarelativelyesoterictopicthatdoesnotoftencomeupintheirconversations.Sealevelriseissimilarlynon‐salient;lessthanhalfareveryorextremelysureitishappeningoffMaryland’scoastlines.Incontrast,two‐thirdsoftheaudienceareveryorextremelycertainofclimatechange.

Climatechangecommunicationisreachinganewstage,particularlyamonginformedaudiencessuchasthese,wherethediscussionisaboutspecificlocalizedphenomenaandtheirramificationsacrossanecosystem,includingitshumancommunities,insteadofthetraditionalmessagesofclimatechangecommunication(it’shappening;humansarethecause;it’sharmful;wecandosomething).Whatmaybesurprisingtomanyisthatsealevelrise—whichhasbeendiscussedasoneoftheeffectsofclimatechangefordecades—isnotasfamiliartoaudiences.Ofthefourfocalaudiences—Audubonmembers,highereducation,andthebusinessandfaithcommunities—theoneswhoaremostatriskfromsealevelrisearethosewhoareproximatetolow‐lyingcoastallands,includingnearBlackwaterNWR.Thesearethebusinessandfaithcommunities.TheprimaryeconomicsectorsforDorchesterCountyaremanufacturing,services,tourism,andagriculture/aquaculture.29Anumberofthesesectorswilllikelybeaffectedbysealevelrise.Startlingly,thebusinesscommunityinDorchesterandTalbotcountiesistheleastlikelyofthefouraudiencestobeawareofsealevelrise,orevenconvincedthatitisanissuewithlocalrelevance.

TheenvironmentaleducationmodelthatPickeringCreekAudubonCenterhasdevelopedaddressestheselocalizedeffectsofclimatechange:thelossandmigrationofthesaltmarshesduetosealevelrise.Moreover,itcombinesoutdoorexperienceswithecologicallearningopportunities.Somecommunitiesarechoosing,however,toencouragepublicparticipationindecision‐makingaboutwetlandrestorationasanalternateorparallelmodel.30

Thesizeablepercentagesofopinionleaders—bothforcivicengagementandconservationcommunication—withintheseaudiencespresentnascentpossibilitiesforgrassrootsmobilization.IfthatisadirectionthatPickeringCreekchoosestotake,however,therearesignificantpracticalchallengesinmarshalingthecurrentfourfocalaudiences,suchasthelimitedproximityofthemostknowledgeableandinvolvedaudience—Audubon—totherefugeanditssurroundingcommunities.RegardlessoftheCenter’sdecision,theseanalysesdemonstratetheimportanceofengenderingplaceattachmenttoBlackwaterNWR,acoreaspectofPickeringCreek’sprogram.Feelingofconnectednesswiththerefugearerelatedbothtosaltmarshissueinvolvementandtocivicandconservationcommunicationopinionleadership.

                                                            29MarylandDept.ofBusinessandEconomicDevelopment.ND.Briefeconomicfacts:DorchesterCounty,Maryland.Availableathttp://business.maryland.gov/Documents/ResearchDocument/DorchesterBef.pdf30 Davenport,M.A.,etal.(2010). 

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Thisanalysisleadstothefollowingrecommendationstoincreaseattentionandinvolvementofthecommunityinthemarshesandsealevels:

Increasethefrequencyofcommunicationonsealevelriseanditslocaleffects,especiallyonthesaltmarshes.

Lookforadditionalopportunitiestopromotefeelingsofcommunityconnectednesstothesaltmarshesandpride(seeboxbelow).

Thevoicesofscientistsmatter,butsodothoseofcommunitymembers.Provideopportunitiesduringalltypesofadultoutreachforpeopletohearfromeachothersothattheyrealizetheyshareareasofcommonconcern.Mediastoriesthatinterviewmembersofthecommunitycanalsoaccomplishthesamegoal.

Consideradecision‐makingengagementmodelthatwouldrecruitmembersofthelocalcommunitytopartnerwithgovernmentalandnon‐profitorganizationspursuingsaltmarshrestorationandmigrationplanning.

Reconsidertheselectionofaudiencesbasedonare‐evaluationoftheprogram’sgoals,thisstudy,andotherfactors.

ConsideradoptingRARE’s“pridecampaign”modeltofeaturearefugespecies,

suchasamarshbird,asacommunitymascot.31 Increasesocialmedia,emaillistserv,andothercommunicationandoutreach

contentonthesaltmarshesandsealevelrisetoraisethefrequencythatthefocalaudienceshearandthinkaboutthem.

Connectwithlocalnewspapersandradiostationsandencouragethemtoassignareportertoregularlycovertherefuge,saltmarshes,andsealevelrise,andtheimpactsofchangesonlocalcommunities.Providethemwithalistofpeoplewhocanserveascontacts.

Leverageinterestinregionaloutdooractivitiesbypartneringwithotherorganizationstocreatesportsevents,suchashalf‐marathonsortriathlonsthatarebasedintherefuge,drawtourists,augmentthelocaleconomy,andincreaselocalpride.

Partnerwithoutdooroutfittersorotherorganizationstooffersummerchildren’scampsintherefuge.

Partnerwithculturalorganizationstosponsorsaltmarshartandphotographycontests,themedtheaterplays,historicalexhibits,specialtyfoodevents,orconcerts.

 

                                                            31Jenks,B.,Vaughan,P.W.,&Butler,P.J.(2010).TheevolutionofRarePride:Usingevaluationtodriveadaptivemanagementinabiodiversityconservationorganization.EvaluationandProgramPlanning,33(2),186‐190.

 

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8. Characterizing participant experiences at Blackwater NWR In2015and2016,fourEasternShorecollegesanduniversitiessentstudentstoparticipateinBlackwaterNationalWildlifeRefugemarshtrips.Audubonmembersandaffiliatedvolunteersroundedoutthelist.PickeringCreekAudubonCentermakesthedaylongexperientialeventsbothhands‐onandhighlyinteractive,drawingonallofthesenses.Inadvertisingthetrip,theytellpotentialattendees:

Experiencethesights,smells,andsoundsofthemarshfirsthand, Observebirdsfromeaglestoduckstosparrows, Seeconnectionsbetweenthesoil,plantsandanimalsofthesaltmarsh.

Accordingly,inthissecondportionofthestudywelookforindicatorsnotjustofengagementwiththenaturalenvironmentandecologicallearning,butofemotionalinvolvementandgroupbonding.Inparticular,weseektoidentifytypesofexperiencesthatincreasethelikelihoodofparticipants’communicationaboutthesaltmarshesandsealevelrise,andevenPickeringCreek’sprogramitself.ThetwofocalaudiencesfortheprogramsarehighereducationandAudubon.Afewofthe221wereunaffiliated(4),andarerepresentedunder“allparticipants.”8.1 Familiarity with Blackwater NWR Formosthighereducationparticipants,thetriptoBlackwaterNWRisanewexperience.About6in10saytheyhavenotpreviouslyvisitedtherefuge(Figure16;AppendixB3).ForAudubonmembersandaffiliates,thereverseistrue.Morethan6in10saytheyhavebeenthereontheirown,withanother1in10sayingtheyhavegonewithPickeringCreek(9%),

Figure16.Priorfamiliaritywiththerefuge 

 

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and1in10sayingitwaswithanotherorganization(15%).(Respondentscouldselectmultiplecategories;totalsmaynotaddupto100%.)

8.2 Group cohesion 

PeoplewhotakethetriptoBlackwaterNWRmaygoforthesaltmarshanditswildlife,butthespecieswithwhichtheywillinteractthemostisotherhumanbeings:otherparticipantsandstaff.Thesegroupdynamicscanpromoteconservationintwoways:1)bystrengtheningindividualattitudesandinfluencingbehaviorsthroughsocialnorms;and2)establishingsocialmotivationsforcooperation.Adiscussedintheprevioussectiononsocialconsensus,whenindividualsperceivethatotherswithwhomtheyidentifyareoflikemind,thestrengthanddurabilityofthosesharedattitudeswithinthegroupincreases,32alongwithconcomitantbehaviors.Socialmotivationmaybeparticularlyimportantforpro‐environmentalbehaviors,whichareoftenassociatedwithlittleprivategainbyindividuals,butgreatbenefitsforthesocialgroupstowhichtheybelong.Someauthorssuggestthatprogramsthatpromotevoluntarycooperationwithgroupsbasedonsocialmotivationsmaybemoreeffectivethanthosethatfocusonindividualshort‐terminterest.33

Threequestionsinthesurveyassessgroupcohesion—howfamiliarrespondentsarewithothersinthegroup,andfeelingsofclosenessandbelonging.Mostparticipantssaytheyarefamiliarwithothersintheirgroup—only12%arenot—andtheyfeeltheybelongtothegroup(55%),thoughtheydonotnecessarilyfeelparticularlyclosetothem(notatall‐somewhat,53%)(Figures17a‐17c;AppendixB4‐B6).Mostofthehighereducationparticipantsattendaspartofacourseorprogram.Asaresult,theyaremuchmorelikelytobefamiliarwithothersintheirgroup—only5%saytheyarenot,asopposedto33%ofAudubonmembers.Morethanhalfofthemfeelaveryorextremelystrongsenseofbelongingtothegroup(58%),asopposedtojustunderhalfforAudubon(43%).Halfofthestudentsandfacultyfeelveryorextremelyclosetoothergroupmembers(50%),whereas34%ofAudubonmembersdo.

                                                            32Sunstein,C.R.(2000).Deliberativetrouble?Whygroupsgotoextremes.TheYaleLawJournal,110(1),71–119.33 Tyler,T.,&Rankin,L.(2012).Themystiqueofinstrumentalism.InJ.Hanson(Ed.),Ideology,psychology,andlaw(pp.537–573).OxfordUniversityPress.

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Figures17a‐17c.Feelingsofgroupconnectionduringprogramexperience 

 

 

37 

9. Participant satisfaction with program content and staff MostoftheorganizationsthatencouragetheirstudentsandmemberstoparticipateinPickeringCreekAudubonCenter’sBlackwaterNWRtriphavedonesoformultipleyears.Thisindicatestheperceivedvalueoftheprogramtoitspartnerorganizations.Wesoughttofurthercharacterizehowindividualparticipantsfeelabouttheprogramoverall,itscontent,staffresponsiveness,andwhethertheywouldrecommendthetriptoothers.Foreachoftheseareasweaskedasetofthreequestions,followedbyanopen‐endedquestiononwhatparticipantswouldtellafriendabouttheirexperiencethatday.Theirresponseswerecodedintocategories.

Allfourareas—programoverallsatisfaction,content,staffresponsiveness,andworthinessofrecommendation—arehighlyratedbyparticipants(Figures18‐21;AppendixB7‐B18).AlmostallAudubonparticipantssaytheyweresatisfiedwiththeprogram,itscontent,andstaff,andwouldrecommendittoothers(98%‐100%,somewhat/stronglyagree).Asimilarlyhigh88%to96%ofhighereducationstudentsandfacultysaylikewise.WhilebothAudubonandhighereducationparticipantsreportfavorablyontheprogram,thosefromcollegesanduniversitiesareconsistentlysomewhatsofterintheirsupportforeachofall12measures.Theyarelesslikelytostronglyagreewithpositiveprogramdescriptionsby13to25percentpointscomparedtoAudubonmembers.Thelargestsplitisinthosewhosaytheywouldparticipateintheprogramagain.Almost9in10ofAudubonmemberssayyes(87%),butonly6in10fromregionaluniversitiesandcolleges(62%).

Figure18.Programsatisfaction 

 

38 

Figure19.Qualityofprogramcontent

Figure20.Staffcontributionstotheprogramexperience

 

Figure21.Programrecommendation

 

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9.1 What participants would tell others about their experience 

Whenaskedhowtheywoulddescribetheday,participants’mostfrequentcommentsarethattheyhadagreatorfuntime(41%)(Figure22;AppendixB19).Statementsinthiscategoryinclude“funanddirty,”and“funinthemud,enjoymentofnature,agreattimewithnature.”Roughlyaquarterofparticipantsdescribeplantingactivities(23%),suchas“hadagreatmorningplantingsmoothcordgrasswithbeautifulsceneryandenjoyedbeingoutside.”Twoin10ofparticipantsnotetheenvironmentalbenefitsoftheiractivities(orsuggestingthatothersalsoengageinpro‐environmentalbehaviors)(22%),like“Ifeltgoodaboutdoingsomethingfortheenvironmentinourlocalarea.”Twooftheleastfrequentlymentionedtopics—alongwithobservationsofwildlife(5%),andgettingcoldorwet(5%)—aretheimportanceofBlackwaterNWRandthesaltmarshes(5%)andclimatechange(1%).Onepersonwhoaddressesbothofthesesaid,“Ididnotrealizetheimportancetowildlife,especiallybirds,ofasaltmarsh.Also,BlackwaterRefugeisbeingaffectedbyclimatechangeatafasterratethanmanyotherplaces.”

Figure22.Mostsalientaspectsoftheprogramlikelytobecommunicated 

 

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10. Emotions experienced during the program Environmentalattitudesarisefrombothcognitivebeliefsandemotion.34Someauthorsclaimthatdirectexperiences—suchasspendingadayinthesaltmarsh—aremorelikelytogenerateattitudesthatarebasedonaffect(feelingsoremotion)thancognitivebeliefs,andthattheseattitudesarelatermoreeasilyaccessedandinfluentialonbehavior.35Moreover,peoplearemostlikelytosharestronglyemotionalexperienceswithothers,especiallythosethatevokeawe(orangerandanxiety).36

Of18emotionslistedonthesurveyquestionnaire,onaverage,peoplesaidthattheyexperiencednine.Positiveemotions—happy(97%),motivated(93%),excited(89%)—arethemostfrequentlycited(Figure23;AppendixB20).Fewpeoplewereangry(1%),dejected(2%),ordepressed(5%).Researchhasshownthatpositiveemotionalexperiencesaremorelikelytobecommunicatedthannegativeones.Whenparticipantswereaskedaboutthepredominantemotionstheyexperienced,theysaidthattheywereinspired(46%)orhumbled(22%)(Figure24).Morethanhalf(55%)saidthattheyexperiencedthoseemotionsduringtheplantingofthegrasses.

Figure23.Emotionsexperiencedduringtheprogram

                                                            34Pooley,J.A.,&O’Connor,M.(2000).Environmentaleducationandattitudes:Emotionsandbeliefsarewhatisneeded.EnvironmentandBehavior,32(5),711–723.35Millar,M.G.,&Millar,K.U.(1996).Theeffectsofdirectandindirectexperienceonaffectiveandcognitiveresponsesandtheattitude–behaviorrelation.JournalofExperimentalSocialPsychology,32(6),561–579.36Berger,J.,&Milkman,K.L.(2014).Emotionandvirality:Whatmakesonlinecontentgoviral?GfKMarketingIntelligenceReview,5(1),18–23.

 

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Figure24.Predominantemotionsexperiencedduringtheprogram

Figure25.PlaceattachmenttoBlackwaterNationalWildlifeRefuge

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11. Participant attachment to the refuge and to nature FeelingsofplaceattachmenttoBlackwaterNWRarehigheramongtripparticipants(Mean,4.1)thanamongthefouraudiencesofthebaselinesurvey(Mean,3.6).37Assessingdifferenceswithinthetwoaudiencesconsistentacrossbothsurveys—highereducationandAudubon—highereducationrespondentsshowgreaterlevelsofemotionalconnectednesshavingexperiencedthetriptoBlackwater.ThisdoesnotholdtrueforAudubonmembers.38Therearenodifferencesonaffinitytonaturebetweenthetwosurveys,eitherbetweenthefullsamplesorwithintheAudubonandhighereducationaudiences.

ThereweredifferencesbetweenthetwoaudienceswhoparticipatedinthedaylongeventsatBlackwater,however.Audubonmembersrankedhigheronbothplaceattachmentandaffinityfornaturethanthosefromhighereducationinstitutionsafterthetrip(Figures25‐26;AppendixB22‐B23).39Audubonmembersscoredameanof4.5onplaceattachmentand4.6onnatureaffinityaftertheirtimeinthesaltmarshesversus,respectively,a4.0and4.2amonghighereducationparticipants.

Figure26.Affinity—orrelatedness—tonature

                                                            37 Placeattachment,t(392)=‐3.63,p<0.001. 38Audubon,MBaseline=4.05,MTrip=4.51,t(69)=‐1.75,p=0.08;highereducation,MBaseline=3.31,MTrip=4.01,t(215)=‐3.08,p<0.01.39 Placeattachment,t(95)=‐2.64,p<0.05;natureaffinity,t(119)=‐4.60,p<0.001. 

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12. Understanding of salt marshes, sea level rise, and climate  Tripparticipantsonaveragecorrectlyanswermorethan3questionsoutatotalof5onthesaltmarshesandsealevelrise(Mean,3.3)(Figure27;AppendixB29).Baselinesurveyparticipantsscorealmostafullpointlower(Mean,2.5).Whenassessingdifferencesacrossthesurveyswithinaudiences,therearenodifferencesonknowledgeforAudubonmembers,buttherearepositivegainsonthetripsurveyfortheacademicaudience.40Evenwiththesehighernumbers,Audubonmembersanswerasignificantlygreaternumberofquestionsthanhighereducationparticipantsonthetripsurvey—anaverageof3.7comparedto3.2.41

12.1 Certainty of sea level rise higher among Audubon and higher education participants 

Tripparticipantsarealsomorecertainthatclimatechangeandsealevelriseareoccurringthanthebaselinesurveyparticipants.42Roughlyaquartersaytheyareveryorextremelysurethatclimatechangeishappening(77%)andthatsealevelriseisoccurringoffofMaryland’scoastlines(74%)(Figure28;AppendixB30‐B31).Inthebaselinesurvey,only69%saythattheyareveryorextremelysureclimatechangeishappening,andlessthanhalf—48%—aresimilarlycertainthatsealevelriseishappening(AppendixA47‐A48).Whenanalyzedseparately,Audubonandhighereducationaudiencesaremorelikelyonthetripsurveythanthebaselinesurveytosaythatsealevelriseishappening,butnotthatclimatechangeisoccurring.43ComparingaudiencesontheBlackwaterNWRtrip,Audubonmembersaresignificantlymorelikelytosaythattheyarecertainaboutclimatechangeandsealevelrisethanthosefromhighereducationinstitutions.44

Figure27.Averagenumberofcorrectanswerstofiveknowledgequestions

 

                                                            40Audubon,MBaseline=3.34,MTrip=3.68,t(89)=‐1.46,p=0.15;highereducation,MBaseline=2.15,MTrip=3.24,t(88)=‐4.77,p<0.001.41t(215)=‐2.17,p<.05.42Climatechange,t(419)=‐2.72,p<.01;sealevelrise,t(425)=‐5.41,p<.001.43SLRAudubon,MBaseline=7.93,MTrip=8.47,t(77)=‐2.36,p<0.05;SLRhighereducation,MBaseline=7.41,MTrip=7.90,t(225)=‐2.58,p<0.05;CCAudubon,MBaseline=8.07,MTrip=8.44,t(87)=‐1.61,p=0.11;CChighereducation,MBaseline=7.69,MTrip=8.00,t(220)=‐1.39,p=0.17.44Climatechange,t(204)=‐2.55,p<.05;sealevelrise,t(211)=‐2.89,p<.001. 

44 

  Figure28.Audiencecertaintythatsealevelriseandclimatechangearehappening

 

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12.2 Trip attendees call out loss of salt marshes due to sea level rise Inanopen‐endedquestion,wesoughttoassesshowtheparticipantsinthedaylongeducationalandexperientialeventunderstandtherelationshipbetweensealevelriseandchangesinthemarshes.Eachoftheresponseswascodedforeightcategoriesthatwerefrequentlymentioned.Mostpeople(56%)correctlysaythatsealevelsarecausingthelossormovementofthesaltmarshesaspreviousareasofmarshlandbecomeopenwater,andnewlandsflood,allowingformigration(Figure29;AppendixB36).Asonerespondentsays,“wearelosingalotofareatoopenwaterwhichisreducingthemarshareas.”

Aboutaquarter(23%)alsoconnecttherisingwaterstospeciesandtheirhabitats,asinonerespondent’sstatementthat“theplantsandanimalsarelosingsomeoftheirnaturalhabitat.”Thelossoftrees—especiallypinetrees—isoftensingledoutasparticularlycharacteristic(12%),suchas“sealevelrisekillspinetrees,pineneedlesfalloffandchangethelandinthemarsh.”Theotherdynamicsmentionedbyrespondentsincludeerosion(9%),salinitychanges(6%),andclimatechange(3%).

Figure29.Understandingoftheeffectsofsealevelriseonthesaltmarshes 

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13. Participant issue involvement and communicative intent   Tripparticipantsreportbeingmorehighlyinvolvedinthesaltmarshesandsealevelrisethanbaselinesurveyrespondents,asmeasuredbylevelsofcaringandself‐reportedknowledge(AppendixA32‐A37;B37‐B41).45AnalysisbygroupdemonstratesthatAudubonmemberswhoattendedtheBlackwaterNWRtriparemorelikelytoreportcaringextremelyaboutboththesaltmarshesandsealevelrise,butnotfeelmoreextremelyknowledgeableaboutthetopics.46Highereducationparticipantscitehigherratesofcaringaboutthemarshesandsealevelrise,andbeingknowledgeableaboutsealevelrise,butarenotmorelikelytofeelknowledgeableaboutthesaltmarshes.47AudubonmembersduringtheBlackwaterNWRtriparealsomorelikelytocare“extremely”forthesaltmarshesthandothosefromhighereducationinstitutions.48Morethantwo‐thirdsofparticipantsaffiliatedwithAudubon(67%)reportthattheyextremelycareforthesaltmarshes,comparedtojust40%ofstudentsandfacultyfromregionalcollegesanduniversities(Figure30).Otherwise,thegroupsdifferlittleontheothermeasuresofsaltmarshandsealevelriseinvolvement(Figures30‐31;AppendixB37‐B41).

Similarlysmallgroupsofbothaudiencessaythattheyareextremelylikelytotalkaboutthesaltmarshes(28%)andsealevelrise(22%)withfamilyandfriendsafterthedaylongprogram(Figures30‐31;AppendixB39andB42),butfeweranticipatetalkingaboutsealevelrisethanthesaltmarshes.49Betweenaboutaquarterandathirdofhighereducation(25%)andAudubon(35%)tripparticipantsindicatehighlevelsofcommunicativeintentregardingthesaltmarshes,andrespectively20%and28%regardingsealevelrise.

                                                            45Testsonfrequencyof“extremely”responses.Saltmarshcaring,Χ2(1,n=428)=32.80,p<0.001;sealevelrisecaring,Χ2(1,n=428)=41.05,p<0.001;saltmarshknowledge,Χ2(1,n=428)=7.07,p<0.01;sealevelriseknowledgeΧ2(1,n=427)=13.01,p<0.001.46 Testsonfrequencyof“extremely”responses.Auduboncaring/saltmarshes,MBaseline=0.32,MTrip=0.67,t(87)=‐3.47,p<0.01;knowledge/saltmarshes,MBaseline=0.09,MTrip=0.09,t(88)=0.07,p=0.95;caring/SLR,MBaseline=0.25,MTrip=0.61,t(88)=‐3.65,p<0.001;knowledge/SLR,MBaseline=0.02,MTrip=0.13,t(63)=‐1.95,p=0.06. 47 Testsonfrequencyof“extremely”responses.Highereducationcaring/saltmarshes,MBaseline=0.13,MTrip=0.40,t(154)=‐4.57,p<0.001;knowledge/saltmarshes,MBaseline=0.07,MTrip=0.13,t(145)=‐1.62,p=0.11;caring/SLR,MBaseline=0.23,MTrip=0.46,t(125)=‐3.39,p<0.01;knowledge/SLR,MBaseline=0.03,MTrip=0.12,t(192)=‐2.56,p<0.05. 48 Testsonfrequencyof“extremely”responses.Saltmarshcaring,Χ2(1,n=212)=10.54,p<0.01. 49Pairedttests,t(215)=‐3.64,p<0.001.

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Figure30.Saltmarshissueinvolvementandcommunication

Figure31.Sealevelriseissueinvolvementandcommunication 

 

 

 

 

 

 

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13.1 Emotional experiences relate to communicative intent Wehypothesizedthatsomeemotionswouldcorrelatemorestronglywithintenttotalkaboutthesaltmarshesandsealevelrise(Table4).Thetopfiveemotionsrelatedtointentiontocommunicateaboutthesaltmarshesare“inspired,”“excited,”“motivated,”“entertained,”and“breathtaken.”Thetopfiveforsealevelriseare“inspired,”“motivated,”“breathtaken,”“awestruck,”and“excited.”Almosthalfofparticipants(46%)saythattheprimaryemotiontheyexperiencedwhileatBlackwaterNWRwasinspiration(Figure24).Feelinghumbled—thesecondhighestreportedprimaryemotion(22%)—wasnothighlycorrelatedwithcommunicativeintent. 

Table4.Relationshipbetweenexperiencedemotionandlikelihoodforissuediscussion

Howlikelyisitthatyouwilltalkaboutthesaltmarsheswithfriendsandneighborsafter

today’sprogram?

Howlikelyisitthatyouwilltalkaboutsea‐levelrisewithfriendsandneighborsafter

today’sprogram?Inspired .313** .274**Excited .290** .194**Motivated .288** .257**Entertained .282** .215**Breathtaken .240** .236**Awestruck .231** .228**Energetic .230** .156*Shocked .174* .151*Happy .150* ‐‐Bored ‐‐ ‐.156***.Correlationissignificantatthe0.01level(2‐tailed).*.Correlationissignificantatthe0.05level(2‐tailed).

 

 

 

 

 

 

 

 

 

 

 

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14. Factors related to issue and program communication   DuringtheirtimeatBlackwaterNWR,participantsexperienceplaceattachmenttotherefuge,anarrayofemotions,connectionstothegroupandtonature,andlearningopportunities.Basedonprevioussocialscienceresearch,webelieveeachofthesedimensionscanplayacriticalroleinaffectingpro‐environmentalbehaviorchange,includingcommunication.However,notallofthesefactorsmaybeequalinthecontextofthisparticulareducationprogramanditsaudiences.Bymodelingtherelativeinfluenceofeachfactoroncommunicationintentanddispositiontopositivelyrecommendtheprogramtoothers,wecanidentifywhicharelikelymoreimportant. 

Placeattachmentandaffinityfornature(orrelatedness)arethemostconsistentlyrelatedtocommunicationintentandprogramrecommendation(Table5).Numberofexperiencedemotions,feelingsofbondingwiththegroup,andhigherscoresontopicareaknowledgealsosignificantlypredictsaltmarshcommunicationintent.Themodelpredicts37%ofsaltmarshcommunicationintent,butonly23%ofsealevelrisecommunicationintentorprogramrecommendations.

Table5.Importantfactorsforissuediscussionandprogramrecommendation Standardizedmodelcoefficientsofpredictors

Saltmarsh

communicationintent

Sealevelrisecommunication

intent

Programrecommendation

dispositionMale ‐‐ ‐‐ ‐‐Audubonmember ‐‐ ‐‐ ‐‐Numberofemotions 0.23 ‐‐ ‐‐Emotion‐‐inspired ‐‐ ‐‐ ‐‐Emotion‐‐humbled ‐‐ ‐‐ ‐‐Groupcohesion 0.19 ‐‐ ‐‐Placeattachment—BlackwaterNationalWildlifeRefuge 0.27 0.19 0.34

Affinityfornature 0.21 0.20 0.18Topicareaknowledge 0.16 ‐‐ ‐‐Varianceexplainedbymodel 37% 23% 23%

        

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15. Understanding program participant experiences 

Theresultsfromthesecondpartofthisresearchstudycanbealsodividedintoaseriesofconclusions:1)aboutthetripparticipantsasawhole;2)differencesbetweenthetwofocalaudiences;and3)differenceswithinaudiencesbetweenthebaselineandtripsurveys.

General findings 

1) Of18emotionslistedonthesurveyquestionnaire,onaverage,peopleexperiencenineduringtheirtimeatBlackwaterNWR.Almosthalfofparticipants(46%)saythattheprimaryemotiontheyexperiencewhileatBlackwaterNWRisinspiration.Thetopfiveemotionsrelatedtointentiontocommunicateaboutthesaltmarshesare“inspired,”“excited,”“motivated,”“entertained,”and“breathtaken.”

2) Theplantingofsaltmarshgrassesistheportionofthedaythatismostlikelytoinspireemotionamongattendees.

3) Tripparticipantsaremorecertainthatclimatechangeandsealevelriseareoccurringthanbaselinesurveyparticipants.Roughlyaquartersaytheyareveryorextremelysurethatclimatechangeishappening(77%)andthatsealevelriseisoccurringoffofMaryland’scoastlines(74%).

4) Tripparticipantsreportbeingmorehighlyinvolvedinthesaltmarshesandsealevelrisethanbaselinesurveyrespondents,asmeasuredbytheircaringandself‐reportedknowledgelevels.

5) Placeattachmentandaffinityfornature(orrelatedness)arethemostconsistentlyrelatedtocommunicationintentandprogramrecommendation.Numberofexperiencedemotions,feelingsofbondingwiththegroup,andhigherscoresontopicareaknowledgealsosignificantlypredictsaltmarshcommunicationintent.

Differences between audiences 

1) HighereducationstudentsandfacultyfeelmorebondedasagroupthanAudubonmembers.Morethanhalfofhighereducationstudentsandfacultyfeelaveryorextremelystrongsenseofbelongingtothegroup(58%),asopposedtojustunderhalfforAudubon(43%).Halfofthestudentsandfacultyfeelveryorextremelyclosetoothergroupmembers(50%),whereas34%ofAudubonmembersdo.

2) AudubonmemberswhoparticipatedintheBlackwaterNWReventrankhigheronplaceattachment(Mean,4.5/6)andaffinityfornature(Mean,4.6/5)thanthosefromhighereducationinstitutions(Means,4.0/6,4.2/5).

3) AudubonmemberswhoparticipateintheBlackwaterNWRprogramknowmore.Theyansweragreaternumberofquestionsonthesaltmarshesandsealevelrisethanhighereducationparticipants—anaverageof3.7comparedto3.2outof5.0possible.

4) Inthetripsurvey,Audubonmembersaremorelikelytosaythattheyarecertainaboutclimatechangeandsealevelrisethanthosefromacademicinstitutions.

5) AudubonmembersaremorelikelytosaythattheyextremelycareforthesaltmarshesafterspendingthedayatBlackwaterNWRthandothosefromhighereducationinstitutions.Morethantwo‐thirdsofparticipantsaffiliatedwithAudubon

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(67%)reportthatthey“extremely”careforthesaltmarshes,comparedtojust40%ofstudentsandfacultyfromregionalcollegesanduniversities.

Differences between surveys within higher education and Audubon audiences 

1) HighereducationparticipantsontheBlackwatertripshowgreaterlevelsofemotionalconnectednesstotherefuge(placeattachment)comparedtobaselinesurveydata;Audubonmembers—alreadyathighlevels—donot.Highereducationaudiencemembersalsodemonstratehigherlevelsofassessedknowledgeonsaltmarshandsealevelrise,whileAudubonaffiliatesdonot.

2) AudubonmemberswhoattendtheBlackwaterNWRtriparemorelikelytoreportcaringextremelyaboutboththesaltmarshesandsealevelrise,butnotfeelmoreextremelyknowledgeableaboutthetopics.Highereducationparticipantscitehigherratesofcaringaboutthemarshesandsealevelrise,andbeingknowledgeableaboutsealevelrise,butarenotmorelikelytofeelknowledgeableaboutthesaltmarshes.

3) Audubonandhighereducationaudiencesaremorelikelyonthetripsurveythanthebaselinesurveytosaythatsealevelriseishappening,butnotthatclimatechangeisoccurring.

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16. Program experiences: Conclusion and recommendations  ThehighratingsofPickeringCreekAudubonCenter’sprogramandstaffatBlackwaterNationalWildlifeRefugedemonstrateitssuccessinengagingAudubonandhighereducationaudiencesinrestoringthesaltmarshes,evenoncoldandrainydaysinwhichparticipantsspendalotoftimeinthemuddywater.Theseexperiences—especiallythegrassplantings—engenderpositiveemotions,includingmanythatarecorrelatedwithintentiontosharetheirexperienceswithothers.Theseemotionsaremostoftenfeltwhenparticipantsaredirectlyengagedwiththesaltmarshes,plantinggrasses.Theprocessofconnectingwithnatureoccursinparallelwithsocialbonding.Workingtogetherforacommoncause—marshrestoration—theparticipantsfeelbelongingwithothermembersofthegroup.

Themeasuresofemotionandgroupbondingsuggestthatthedaylongeventcreatedthecontextforattitudinalchange.Analyzingdatafromthetwoaudienceswhichbothtookthebaselinesurveyandparticipatedintheoutreachprogram,weseethatwhentherearesignificantdifferences,theyarealwaystowardhigherknowledgeandissueinvolvement.Indeed,weseegreaterlevelsofplaceattachmenttotherefuge(highereducation);higherlevelsofassessedknowledge(highereducation);caringextremelyaboutboththesaltmarshesandsealevelrise(Audubonandhighereducation),knowledgeaboutsealevelrise(highereducation);andcertaintythatsealevelriseishappening(highereducationandAudubon).

Whileitcannotbeassumedthatthedifferencesbetweenthesampleswereonlyduetotheinterventionbecauseofthecomparisonsacrossorganizationalaffiliationsinsteadofindividuals,itcertainlyissuggestivethatevenwithaudiencesthatarealreadyhighlyeducatedandwithbiosphericvalues,therewasashiftupwardbetweenthetwosurveysacrosstheseseriesofmeasures.Moreover,twoofthedynamicsthatcanbeattributedtotheoutreachactivities—emotionalengagementandsocialbonding—aredemonstrablyinfluentialinpredictingintenttocommunicateaboutthesaltmarsheswithfriendsandfamily,asissealevelriseandsaltmarshtopicknowledge.Placeattachmentandaffinityfornaturearerelatedtoallthreevariablesofinterest—intenttotalkaboutthesaltmarshesandsealevelrise,andtorecommendPickeringCreek’sprogramtoothers.

OfnoteisthatthemajorityofAudubonparticipantshadalreadyvisitedtherefugebeforethedaylongtripwithPickeringCreek;thatwasnotthecaseforthosefromhighereducationinstitutions.Therearesharpdifferencesinthecharacteristicsofthetwoaudiences,withAudubonmembersgenerallydemonstratinggreaterknowledge,attitudinalcertainty,andissueinvolvement.

Thisanalysisleadstothefollowingrecommendationsforprogramdesignandtoincreasepost‐programcommunicationwiththewidercommunityonthesaltmarshesandsealevelrise:

Recognizethetimes—likethesaltmarshplantings—whereparticipantsengageemotionallyasthepointsthathighlyrelatetowhetheraparticipantvoicesinterestinrelatingtootherswhattheydidandlearned.

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Lookforopportunitiestohelpthegroupmembersbondandexpresstheirmotivationsforrestoringthesaltmarshes.

Promoterepeatvisitstothemarshes—andplaceattachment—byofferinginformationonhowtogetinvolvedinotherways.

Provideawayforparticipantstorememberhowclosetheyfelttonatureattherefuge,suchasasunprintofaleaftheycantakehomewiththem,amudprintoftheirhandorboot,oracoupleofshortsentenceswrittenonanotecardthatdescribeanimportantmomentforthem.

Askparticipantswhattheythinktheirfriendsandfamilyknowaboutsealevelriseandthesaltmarshes.Encourageparticipantstotalkwithothersabouttheseissuesandwhattheydidattherefuge.

Peoplemaynotbelievethatotherscarewhattheythink.Tellthemhowimportanttheirattitudesareinshapingthoseofothers.

Usesurveydatatopromptconversationsaboutperceptionsofsocial

consensus.Askparticipants,whatpercentageofpeopleontheEasternShoredoyouthinkbelievethinkthatsealevelriseishappeningoffMaryland’sshores?(55.6%,SLRhappening;32.7%,don’tknow;11.7%,SLRnothappening)

EncourageparticipantstoposttheirimagesofthedayonsocialmediaandtagPickeringCreekandtherefuge.

 

         

  

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 Audubon, Higher Education, Business, & Faith Audience 

Baseline Data  

Appendix A    

                 

  

55 

Audience affiliation, baseline survey

Table A1 Audience affiliation

% Audubon (n=204) 21.6 Higher education (n=205) 32.7 Business community (n=205) 29.8 Faith community (n=203) 43.3

 Demographics, baseline survey   Table A2                                                                                                                      

What is your gender? % Male 29.6

Female 70.4 n = 206

Table A3

Age % 18 to 24 years old 29.3

25 to 34 years old 11.2 35 to 44 years old 7.8 45 to 54 years old 13.2 55 to 64 years old 20.0 65 to 74 years old 14.6 75 to 84 years old 3.9 n = 205

                                                                                                                                                                         Table A4

What is the highest degree or level of school that you have completed? % Less than high school .5

High school or GED 29.5 2-year associate’s degree or trade school 15.9 4-year college degree 22.7 Advanced degree beyond 4-year degree 31.4 n = 207

 Table A5

What ethnicity do you consider yourself? % Hispanic or Latino 2.4

Not Hispanic or Latino 97.6 n = 205

Table A6 

Race % White 88.3

African American 5.4 Asian 1.0 American Indian or Alaska Native .5 Native Hawaiian or other Pacific Islander 1.0 Other 1.5 Two or more races 2.4 n = 205

  

56 

[Continued] Demographics, baseline surveyTable A7

Household annual income % Less than $10,000 3.5

$10,000-$14,999 5.6 $15,000-$24,999 7.6 $25,000-$34,999 8.1 $35,000-$49,999 13.6 $50,000-$74,999 14.6 $75,000-$99,999 19.7 $100,000-$149,999 11.6 $150,000 or more 15.7 n = 198

Table A8

Generally speaking, do you think of yourself as politically … % Very conservative 6.8

Somewhat conservative 20.9 Moderate, middle of the road 33.0 Somewhat liberal 21.8 Very liberal 17.5 n = 206

 

Community place attachment

Table A9 In which county in Maryland do you live?

All respondents Audubon Higher education Business community Faith community Dorchester 10.9% 4.5% 3.0% 29.5% 19.3% Talbot 26.5% 25.0% 9.0% 54.1% 30.7% Caroline 3.9% 0.0% 1.5% 9.8% 3.4% Queen Anne's 2.2% 0.0% 1.5% 3.3% 3.4% Kent 1.3% 2.3% 1.5% 0.0% 2.3% Cecil 0.0% 0.0% 0.0% 0.0% 0.0% Wicomico 13.0% 0.0% 31.3% 1.6% 5.7% Somerset 1.3% 0.0% 1.5% 0.0% 1.1% Worcester 5.7% 0.0% 16.4% 0.0% 6.8% Other county in Maryland (Please write)

35.2% 68.2% 34.3% 1.6% 27.3%

n = 230 44 67 61 88                                                                                             Table A10 

Please tell us briefly which aspects of your community are most important to you? (Coded from open-ended responses.) Environment/nature 34% People 20% Wildlife/habitat 18% Recreation/activities 17% Conservation activities 14% Water/Chesapeake Bay 13% Parks 10% Safety 9% Education 8% Agriculture 6% Economy/development 6% Clean 6% Outdoor access 5% Rural 5% Faith 5% Arts/culture 5% n = 196

   

  

57 

[Continued] Community place attachment

Table A11 Town or community attachment

All respondents Audubon Higher education

Business community

Faith community

I have negative feelings for this place.

False 88.4% 81.4% 86.6% 93.4% 92.0% True 11.6% 18.6% 13.4% 6.6% 8.0% n = 216 43 67 61 88

I have no particular feelings for this place.

False 88.3% 90.2% 89.4% 90.2% 86.2% True 11.7% 9.8% 10.6% 9.8% 13.8% n = 213 41 66 61 87

I do not think of myself as being from this place.

False 64.0% 70.0% 60.6% 63.9% 65.9%

True 36.0% 30.0% 39.4% 36.1% 34.1% n = 211 40 66 61 85

I have an emotional attachment to this place -- it has meaning to me.

False 17.6% 11.6% 17.9% 14.8% 14.8% True 82.4% 88.4% 82.1% 85.2% 85.2%

n = 216 43 67 61 88

I am willing to invest my talent or time to make this an even better place.

False 13.0% 9.3% 12.1% 8.2% 10.2% True 87.0% 90.7% 87.9% 91.8% 89.8% n = 215 43 66 61 88

I am willing to make financial sacrifices for the sake of this place.

False 40.4% 26.2% 50.7% 37.3% 29.1% True 59.6% 73.8% 49.3% 62.7% 70.9% n = 213 42 67 59 86

                                                                                                                                                                                            Table A12 

Place attachment -- Your town or community

All respondents Audubon Higher education Business community Faith community Mean 4.72 4.92 4.61 4.85 4.94

95% CI 4.53 4.55 4.24 4.58 4.67 4.90 5.27 4.97 5.08 5.18

n 184 39 61 53 80

 Blackwater NWR place attachment Table A13 

Place attachment to Blackwater National Wildlife Refuge

All respondents Audubon Higher education

Business community

Faith community

I have negative feelings for this place.

False 97.6% 97.6% 98.5% 96.6% 97.7% True 2.4% 2.4% 1.5% 3.4% 2.3% n = 207 41 65 58 86

I have no particular feelings for this place.

False 71.7% 87.5% 63.1% 71.9% 69.4% True 28.3% 12.5% 36.9% 28.1% 30.6%

n = 205 40 65 57 85

I do not think of myself as being from this place.

False 26.3% 25.0% 24.6% 34.5% 33.3% True 73.7% 75.0% 75.4% 65.5% 66.7% n = 205 40 65 58 84

I have an emotional attachment to this place -- it has meaning to me.

False 51.2% 25.0% 67.7% 43.1% 50.0% True 48.8% 75.0% 32.3% 56.9% 50.0%

n =

205 40 65 58 84

I am willing to invest my talent or time to make this an even better place.

False 33.3% 34.1% 21.5% 35.1% 34.5% True 66.7% 65.9% 78.5% 64.9% 65.5%

n =

204 41 65 57 84

I am willing to make financial sacrifices for the sake of this place.

False 52.5% 43.9% 56.9% 55.4% 50.6% True 47.5% 56.1% 43.1% 44.6% 49.4%

n =

204 41 65 56 83

 

  

58 

[Continued] Blackwater NWR place attachment Table A14 

Place attachment -- Blackwater National Wildlife Refuge All respondents Audubon Higher education Business community Faith community Mean 3.61 4.08 3.39 3.70 3.64

95% CI 3.39 3.64 2.96 3.20 3.29 3.85 4.49 3.82 4.15 3.97

n 184 39 61 53 80

 Awareness of and visits to Pickering Creek Audubon Center  Table A15 

Had you heard of Pickering Creek Audubon Center, located in Easton, before today?

All respondents Audubon Higher education Business community Faith community

No 39.3% 11.4% 59.7% 26.2% 36.4% Yes 59.9% 88.6% 38.8% 73.8% 63.6% I don't know .8% 0.0% 1.5% 0.0% 0.0% n = 242 44 67 61 88

Table A16

Have you ever visited Pickering Creek Audubon Center? All respondents Audubon Higher education Business community Faith community No 64.0% 47.7% 85.1% 50.8% 62.5% Yes 35.1% 50.0% 13.4% 49.2% 36.4% I don't know .8% 2.3% 1.5% 0.0% 1.1% n = 242 44 67 61 88

Table A17

Have you, or your children, ever participated in a program run by Pickering Creek Audubon Center?-You All respondents Audubon Higher education Business community Faith community No 78.8% 52.3% 80.6% 80.3% 80.7% Yes 17.1% 40.9% 9.0% 16.4% 15.9% I don't know 2.1% 2.3% 7.5% 0.0% 2.3% Not applicable 2.1% 4.5% 3.0% 3.3% 1.1% n = 240 44 67 61 88

Table A18

How frequently have you visited Pickering Creek Audubon Center?

All respondents Audubon Higher education

Business community

Faith community

In the past 12 months

Once 39.5% 26.3% 11.1% 28.6% 37.9% A few times (2-3) 14.5% 21.1% 33.3% 14.3% 20.7% Several times (4-5)

6.6% 10.5% 11.1% 7.1% 10.3%

Many times (6+) 13.2% 36.8% 11.1% 10.7% 6.9% I don't know 26.3% 5.3% 33.3% 39.3% 24.1% n = 76 19 9 28 29

In previous years Once 27.1% 18.2% 0.0% 36.7% 34.4% A few times (2-3) 27.1% 13.6% 11.1% 26.7% 21.9% Several times (4-5)

8.2% 4.5% 0.0% 6.7% 9.4%

Many times (6+) 31.8% 54.5% 66.7% 30.0% 31.3% I don't know 5.9% 9.1% 22.2% 0.0% 3.1% n = 85 22 9 30 32

  

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[Continued] Visits to Pickering Creek Audubon Center   Table A19

Which programs have you participated in?

All respondents Audubon Higher education

Business community

Faith community

Bird Walk No 92.7% 80.0% 100.0% 90.9% 94.0% Yes 7.3% 20.0% 0.0% 9.1% 6.0% n = 179 40 28 55 67

A school program with your children or grandchildren

No 94.0% 92.5% 90.0% 87.9% 91.5% Yes 6.0% 7.5% 10.0% 12.1% 8.5% n = 183 40 30 58 71

Marsh Grass Restoration Days (Blackwater National Wildlife Refuge)

No 96.1% 92.5% 90.0% 94.6% 95.6% Yes 3.9% 7.5% 10.0% 5.4% 4.4% n = 181 40 30 56 68

Harvest Hoedown No 88.5% 68.3% 93.3% 91.2% 89.9% Yes 11.5% 31.7% 6.7% 8.8% 10.1% n = 183 41 30 57 69

Volunteering and e-Bird Monitoring

No 94.4% 80.0% 100.0% 96.4% 95.5% Yes 5.6% 20.0% 0.0% 3.6% 4.5% n = 179 40 28 55 67

Salt Marsh Stories (educational talks held off-site at universities, businesses, churches and Audubon chapter meetings)

No 98.3% 95.0% 100.0% 98.2% 100.0%

Yes 1.7% 5.0% 0.0% 1.8% 0.0%

n = 179 40 28 55 67

Table A20

What did you enjoy the most about the programs you have attended? Beautiful site and very helpful staff. Being on such a beautiful piece of property. Samantha is great. Being outdoors in a beautiful environment. Being outdoors supporting an organization with common values contributing to PCAC Everyone is friendly and I just like being outdoors. Everything Friendly and knowledgeable staff Gaining more knowledge about a subject I'm passionate about. Being outdoors in the countryside with other like-minded folks. I enjoyed being outside "alone" on the sanctuary trying to provide help directly to Pickering Creek Sanctuary in it being an example of a "recognized Local conservation, agricultural and environmental organization" trying to advance the educational process. I honestly don't remember I was really young. I liked the different events that were available I teach, and involve my classes, so in addition to enjoying the experience I am grateful to get a chance to expose our students to the Pickering Creek folks and their good work. Learning from the great staff and volunteers at PCAC, enjoying the range of habitats at the Center, and feeling that I have contributed to the organization. Location New insights into bird behavior Seeing how well Pickering Creek is carrying out its mission of both land preservation and youth education. spending time at the beautiful property, getting out on the water staff is great and we love the interaction with the marsh via kayak The children were able to interact with nature in a fun and educational way that made them eager to learn. The environment the physical location The staff is amazing!!!!! Learning about all the different bird species. Really enjoyed it!!!! The staff was very knowledgeable about the environment/programs. The activities were fun and age appropriate. Those that were there were talking about how Pickering Creek started and their different programs they were working on. When I was there it was anywhere between 2000 -2005 and I went when I was working with Caroline County Public Library. Very educational and the volunteers are always great! wonderful, well-informed staff, fabulous facility and environment Worked with Chesapeake Audubon in the early days of Pickering Creek, before there were center programs. Helped to build some of the trails. Also went on an organized canoe trip with Chesapeake Audubon. Enjoyed both events.

 

  

60 

[Continued] Visits to Pickering Creek Audubon Center  Table A21

Is there anything that Pickering Creek could do to improve its programs for adults? A better Welcome Center for casual walk-ins Adult education efforts need to be stepped up by ALL conservation groups, not just Pickering Creek. While youth education is important, it is adults who vote and make decisions effecting families and society in general. Advertise them to western shore Audubon members, such as myself. I rarely hear about Pickering Creek Programs. But keep in mind that I am not likely to drive from Harford County to Easton more than once or twice a year. Better facilities for speakers and audiences. Current space tiny & cramped. Take a look at the way the Mass Audubon Society programs operate and the range of programs and activities for adults and children. Pickering could learn from them. Engage younger adults in programs (20s-40s). Hard to say with only one visit. Have more of them? Have more public exposure to the "Eastern Shore" counties surrounding Pickering Creek by public awareness of adult conservation, adult environment education, adult volunteer programs, adult scientific educators, adult conservation/environment speakers. I don't think so. I have enjoyed the couple of classes that I have taken and as I said before the staff is amazing and the knowledge that they share is fantastic!! I know it may be a problem not easy to solve, but the ticks can be overwhelming along the trails and even areas near buildings. I find I am reluctant to go there. Move it closer to Salisbury :)! No, The programs are perfectly fine. None at this time. Not that I am aware of. Not that I know of. Nothing I can think of at this time. Probably but I can't readily identify it. Send email reminders of upcoming programs. speaker series held in downtown Easton, with a visit to a tavern when it's over / / off site trips for adults, including canoe trips on Shore rivers like the Pocomoke, cycling trips, and birding trips to places like Chincoteague, Bombay Hook.

Children’s visits and programming

Table A22Have you, or your children, ever participated in a program run by Pickering Creek Audubon Center?-Your children

All respondents Audubon Higher education Business community Faith community

No 49.4% 41.9% 37.3% 53.3% 53.5% Yes 11.9% 11.6% 4.5% 23.3% 16.3% I don't know .9% 4.7% 1.5% 0.0% 1.2% Not applicable 37.9% 41.9% 56.7% 23.3% 29.1% n = 235 43 67 60 86

Table A23

Do you have children? All respondents Audubon Higher education Business community Faith community No 56.8% 45.5% 85.1% 39.3% 50.0% Yes 43.2% 54.5% 14.9% 60.7% 50.0% n = 241 44 67 61 88

Table A24

How frequently have your children participated in programs run by Pickering Creek Audubon Center?

All respondents Audubon Higher education

Business community

Faith community

In the past 12 months

Once 27.3% 0.0% 0.0% 25.0% 25.0% A few times (2-3) 13.6% 0.0% 0.0% 16.7% 8.3% Several times (4-5)

13.6% 0.0% 33.3% 25.0% 25.0%

Many times (6+) 18.2% 60.0% 33.3% 16.7% 8.3% I don't know 27.3% 40.0% 33.3% 16.7% 33.3% n = 22 5 3 12 12

In previous years Once 14.8% 20.0% 33.3% 14.3% 28.6% A few times (2-3) 37.0% 0.0% 33.3% 42.9% 35.7% Several times (4-5)

3.7% 0.0% 0.0% 0.0% 0.0%

Many times (6+) 33.3% 60.0% 33.3% 42.9% 28.6% I don't know 11.1% 20.0% 0.0% 0.0% 7.1% n = 27 5 3 14 14

  

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[Continued] Children’s visits and programming

Table A25Which programs have your children participated in?

All respondents Audubon Higher education

Business community

Faith community

EcoCamp No 96.2% 95.1% 93.3% 91.4% 94.3% Yes 3.8% 4.9% 6.7% 8.6% 5.7% n = 183 41 30 58 70

Junior Naturalist Camp

No 95.1% 95.1% 93.3% 89.7% 94.3% Yes 4.9% 4.9% 6.7% 10.3% 5.7% n = 184 41 30 58 70

Tiny Tots No 100.0% 100.0% 100.0% 100.0% 100.0% n = 179 40 28 55 67

Visits to Pickering Creek through their school

No 88.7% 92.7% 93.1% 79.7% 84.5% Yes 11.3% 7.3% 6.9% 20.3% 15.5% n = 186 41 29 59 71

Table A26

What did your children enjoy the most about the programs they attended? Been so long ago I do not remember. Being outdoors and learning about their "local" nature being outdoors, camping, canoeing Being outside doing Nature activities. Also, finding out about their environment. Being outside exploring nature and doing fun things. (Summer day camp) Being outside in beautiful surroundings and having fun activities to do. Building nature habitats, canoeing, water games, catching their own bait, fishing and learning about the reptiles. Exposure to the conservation, agricultural and environment attributes of Pickering Creek. Friendly and knowledgeable staff, outdoor activities great educational information, fun activities Many hands on activities Variety of events Organized and Educational Running around in the mud :) that they were able to interact and learn about the marsh and the environment the bird scavenger hunt The building with the animals, the boat ride, and the trails. The environment They enjoyed being outdoors. They learned to look at and appreciate the small things in nature...it amazed them to find out how much was going on in a pond ...and the loved the turtles and frogs They loved mostly everything they did that day, Especial going to the creek time with me trails Water related activities, games

Table A27

Is there anything that Pickering Creek could do to improve its programs for children? Can't think of anything Continue, upgrade and advance to higher levels in providing the surrounding counties of Pickering Creek public primary and secondary school systems with educational support. Give the students more time at the Center. Great programs. I don't know I don't think so. I think it is a great program. More activities for high school age students No No! They are fantastic and the counselors are amazing! Not sure-- been a long time since I've been involved- and my son is now a young adult. not that I can see Not that I know of.

Nature affinity Table A28 

Nature affinity All respondents Audubon Higher education Business community Faith community Mean 4.17 4.53 4.07 3.93 4.09

95% CI 4.06 4.40 3.89 3.69 3.89 4.27 4.67 4.25 4.15 4.27

n 202 43 66 59 87

  

62 

Values Table A29 

Egoistic values All respondents Audubon Higher education Business community Faith community Mean 5.79 5.39 5.72 6.05 5.85

95% CI 5.62 5.02 5.38 5.76 5.59 5.95 5.74 6.00 6.30 6.11

n 201 43 66 59 86                                                      Table A30 

Altruistic values All respondents Audubon Higher education Business community Faith community Mean 6.32 6.37 6.23 6.34 6.40

95% CI 6.20 6.13 6.01 6.11 6.22 6.44 6.61 6.42 6.56 6.56

n 202 43 66 59 87                                       Table A31 

Biospheric values All respondents Audubon Higher education Business community Faith community Mean 6.31 6.60 6.19 6.16 6.18

95% CI 6.18 6.40 5.95 5.88 5.97 6.44 6.79 6.42 6.42 6.38

n 202 43 66 59 87

 Salt marsh issue involvement Table A32

How knowledgeable are you about the salt marshes? All respondents Audubon Higher education Business community Faith community Not at all 25.0% 6.8% 34.3% 32.8% 25.0% Slightly 17.0% 4.5% 14.9% 26.2% 23.9% Moderately 41.5% 59.1% 35.8% 29.5% 33.0% Very 11.3% 20.5% 7.5% 8.2% 11.4% Extremely 5.2% 9.1% 7.5% 3.3% 6.8% n = 212 44 67 61 88

Table A33

How frequently do you think about the salt marshes? All respondents Audubon Higher education Business community Faith community Not at all 30.2% 6.8% 40.3% 44.3% 34.1% Slightly 33.0% 31.8% 31.3% 24.6% 31.8% Moderately 24.5% 38.6% 20.9% 24.6% 26.1% Very 7.5% 13.6% 1.5% 6.6% 4.5% Extremely 4.7% 9.1% 6.0% 0.0% 3.4% n = 212 44 67 61 88

Table A34

How much do you care about the salt marshes?

All respondents Audubon Higher education Business community Faith community

Not at all 9.9% 2.3% 14.9% 14.8% 12.5% Slightly 13.7% 4.5% 13.4% 21.3% 12.5% Moderately 27.8% 18.2% 32.8% 23.0% 31.8% Very 28.8% 43.2% 22.4% 29.5% 31.8% Extremely 19.8% 31.8% 16.4% 11.5% 11.4% n = 212 44 67 61 88

Sea level rise issue involvement  Table A35 

How frequently do you think about sea-level rise?

All respondents Audubon Higher education

Business community

Faith community

Not at all 18.0% 4.5% 13.4% 36.1% 23.9% Slightly 26.1% 29.5% 23.9% 31.1% 29.5% Moderately 33.2% 31.8% 37.3% 21.3% 34.1% Very 18.5% 27.3% 17.9% 11.5% 11.4% Extremely 4.3% 6.8% 7.5% 0.0% 1.1% n = 211 44 67 61 88

  

63 

[Continued]  Sea level rise issue involvement  Table A36 

How much do you care about sea-level rise?

All respondents Audubon Higher education

Business community

Faith community

Not at all 6.2% 0.0% 4.5% 13.1% 9.1% Slightly 13.3% 11.4% 11.9% 21.3% 20.5% Moderately 27.5% 22.7% 31.3% 31.1% 29.5% Very 33.6% 40.9% 28.4% 26.2% 27.3% Extremely 19.4% 25.0% 23.9% 8.2% 13.6% n = 211 44 67 61 88

                                                                                                             Table A37 

How knowledgeable are you about sea-level rise? All respondents Audubon Higher education Business community Faith community Not at all 20.9% 11.4% 13.4% 37.7% 25.0% Slightly 26.5% 20.5% 25.4% 34.4% 26.1% Moderately 43.1% 54.5% 49.3% 24.6% 39.8% Very 6.6% 11.4% 9.0% 3.3% 6.8% Extremely 2.8% 2.3% 3.0% 0.0% 2.3% n = 211 44 67 61 88

 Salt marsh communication Table A38 

Before today, how frequently had you heard the term 'salt marsh'? All respondents Audubon Higher education Business community Faith community Not at all 13.2% 2.3% 25.4% 16.4% 13.6% Slightly 11.8% 6.8% 9.0% 14.8% 14.8% Moderately 26.4% 15.9% 28.4% 27.9% 28.4% Very 28.8% 43.2% 22.4% 19.7% 29.5% Extremely 19.8% 31.8% 14.9% 21.3% 13.6% n = 212 44 67 61 88

Table A39

How frequently do people you know talk about the salt marshes? All respondents Audubon Higher education Business community Faith community Not at all 43.4% 29.5% 47.8% 44.3% 40.9% Slightly 30.7% 43.2% 26.9% 31.1% 38.6% Moderately 19.8% 15.9% 19.4% 19.7% 13.6% Very 3.8% 9.1% 3.0% 3.3% 4.5% Extremely 2.4% 2.3% 3.0% 1.6% 2.3% n = 212 44 67 61 88

Table A40

How frequently do you talk about the salt marshes? All respondents Audubon Higher education Business community Faith community Not at all 42.5% 18.2% 44.8% 54.1% 46.6% Slightly 33.0% 50.0% 28.4% 24.6% 34.1% Moderately 17.9% 18.2% 20.9% 16.4% 11.4% Very 3.8% 11.4% 3.0% 3.3% 5.7% Extremely 2.8% 2.3% 3.0% 1.6% 2.3% n = 212 44 67 61 88

       

  

64 

Salt marsh and sea level rise knowledge Table A41 

What is a salt marsh?

All respondents Audubon Higher education

Business community

Faith community

A type of wetland 8.0% 2.3% 9.0% 9.8% 12.5% A transition between land and ocean or bay systems

6.1% 6.8% 6.0% 4.9% 5.7%

A harsh environment where plants and animals are adapted to survive in tidal and saline conditions

3.3% 2.3% 4.5% 3.3% 3.4%

***All of the above 65.6% 86.4% 55.2% 55.7% 58.0% Don't know 17.0% 2.3% 25.4% 26.2% 20.5% n = 212 44 67 61 88

***Correct response Table A42 

Which is not one of the functions of the salt marshes?

All respondents Audubon Higher education

Business community

Faith community

Provide habitat for migrating and breeding birds

1.9% 2.3% 1.5% 0.0% 0.0%

***Provide nurseries for endangered shark species

59.4% 79.5% 47.8% 59.0% 58.0%

Purify water 11.3% 9.1% 13.4% 8.2% 10.2% Provide erosion and flood control

2.4% 2.3% 3.0% 1.6% 4.5%

Don't know 25.0% 6.8% 34.3% 31.1% 27.3% n = 212 44 67 61 88

***Correct response                                                                          Table A43 

What is the Atlantic Flyway?

All respondents Audubon Higher education

Business community

Faith community

A type of bird mating behavior 1.4% 0.0% 1.5% 0.0% 1.1% ***A migratory path for birds 72.2% 97.7% 61.2% 60.7% 68.2% A runway at Baltimore's airport .5% 2.3% 0.0% 0.0% 0.0% An air circulation pattern .9% 0.0% 1.5% 0.0% 1.1% Don't know 25.0% 0.0% 35.8% 39.3% 29.5% n = 212 44 67 61 88

***Correct response                                                 Table A44 

Which is not threatening the salt marshes?

All respondents Audubon Higher education

Business community

Faith community

Sea level rise 8.5% 11.4% 4.5% 9.8% 8.0% ***Addition of soils 44.5% 54.5% 46.3% 29.5% 40.9% Climate change 4.3% 9.1% 0.0% 9.8% 2.3% Invasive species 3.3% 0.0% 4.5% 3.3% 4.5% Don't know 39.3% 25.0% 44.8% 47.5% 44.3% n = 211 44 67 61 88

***Correct response Table A45 

How fast have sea levels been rising in comparison to Maryland's coastline in the last 10 years, if at all?

All respondents Audubon Higher education

Business community

Faith community

Sea levels have not been rising

.5% 0.0% 0.0% 0.0% 0.0%

Less than 1/4 of an inch a year 7.6% 9.1% 10.4% 6.6% 5.7% ***Between 1/4 to 1/3 of an inch a year

12.3% 15.9% 16.4% 3.3% 9.1%

Between 1/2 to 2/3 of an inch a year

14.7% 15.9% 7.5% 13.1% 12.5%

A foot or more a year 2.8% 6.8% 3.0% 1.6% 2.3% Don't know 62.1% 52.3% 62.7% 75.4% 70.5% n = 211 44 67 61 88

***Correct response

  

  

65 

[Continued] Salt marsh and sea level rise knowledge Table A46 

Correct knowledge scores All respondents Audubon Higher education Business community Faith community Mean 2.51 3.35 2.29 2.07 2.36

95% CI 2.30 3.00 1.91 1.66 2.02 2.71 3.66 2.68 2.46 2.66

n 202 43 66 59 87

                   Climate change certainty   Table A47 

                                

Do you think that climate change is currently happening? How sure are you that climate change is happening/not happening? All respondents Audubon Higher education Business community Faith community Extremely sure that climate change is not happening

.9% 0.0% 0.0% 3.3% 2.3%

Very sure that climate change is not happening

2.8% 0.0% 3.0% 4.9% 4.5%

Somewhat sure that climate change is not happening

1.4% 0.0% 1.5% 1.6% 1.1%

Not at all sure that climate change is not happening

.5% 0.0% 1.5% 0.0% 1.1%

Don't know 5.7% 11.4% 7.5% 6.6% 6.8% Not at all sure that climate change is happening

2.4% 0.0% 0.0% 6.6% 4.5%

Somewhat sure that climate change is happening

17.1% 11.4% 17.9% 26.2% 18.2%

Very sure that climate change is happening

28.0% 25.0% 25.4% 26.2% 30.7%

Extremely sure that climate change is happening

41.2% 52.3% 43.3% 24.6% 30.7%

n = 211 44 67 61 88

  

66 

Sea level rise certainty   Table A48

Do you think that sea-level rise is currently happening along Maryland’s coastlines? How sure are you that sea-level rise is happening/not happening along Maryland's coastlines?

All respondents Audubon Higher education Business community Faith community Extremely sure that sea level rise is not happening along Maryland’s coastlines

0.0% 0.0% 0.0% 0.0% 0.0%

Very sure that sea level rise is not happening along Maryland’s coastlines

.5% 0.0% 0.0% 1.6% 0.0%

Somewhat sure that sea level rise is not happening along Maryland’s coastlines

1.9% 0.0% 0.0% 3.3% 3.4%

Not at all sure that sea level rise is not happening along Maryland’s coastlines

1.4% 0.0% 0.0% 1.6% 2.3%

Don't know 10.9% 9.1% 13.4% 21.3% 15.9%

Not at all sure that sea level rise is happening along Maryland’s coastlines

4.7% 0.0% 1.5% 13.1% 5.7%

Somewhat sure that sea level rise is happening along Maryland’s coastlines

32.2% 25.0% 37.3% 29.5% 33.0%

Very sure that sea level rise is happening along Maryland’s coastlines

24.2% 20.5% 23.9% 14.8% 23.9%

Extremely sure that sea level rise is currently happening along Maryland’s coastlines

24.2% 45.5% 23.9% 14.8% 15.9%

n = 211 44 67 61 88

 Climate change causation Table A49 

What do you think is causing climate change? All respondents Audubon Higher education Business community Faith community Caused entirely by human activities

13.6% 11.4% 15.9% 9.1% 7.5%

Caused mostly by human activities

44.2% 50.0% 55.6% 30.9% 43.8%

Caused about equally by human activities and natural changes in the environment

25.6% 20.5% 17.5% 32.7% 27.5%

Caused mostly by natural changes in the environment

6.5% 11.4% 1.6% 7.3% 7.5%

Caused entirely by natural changes in the environment

1.0% 2.3% 1.6% 0.0% 1.3%

Don't know 9.0% 4.5% 7.9% 20.0% 12.5% n = 199 44 63 55 80

 

  

67 

Perceptions of social and scientific consensus Table A50

Again, to the best of your knowledge, what percentage of the following people think climate change is happening?

All respondents Audubon Higher education

Business community

Faith community

People in my community

0-20% 17.1% 14.0% 19.4% 20.3% 22.1% 21-40% 21.5% 27.9% 28.4% 18.6% 19.8% 41-60% 30.2% 27.9% 23.9% 32.2% 27.9% 61-80% 23.9% 23.3% 23.9% 20.3% 24.4% 81-100% 7.3% 7.0% 4.5% 8.5% 5.8% n = 205 43 67 59 86

Maryland's Eastern Shore residents

0-20% 10.2% 9.3% 10.4% 11.9% 12.8% 21-40% 21.5% 23.3% 23.9% 22.0% 24.4% 41-60% 33.2% 32.6% 34.3% 35.6% 29.1% 61-80% 28.3% 30.2% 28.4% 22.0% 26.7% 81-100% 6.8% 4.7% 3.0% 8.5% 7.0% n = 205 43 67 59 86

Maryland residents (statewide)

0-20% 10.7% 11.6% 11.9% 10.2% 15.1% 21-40% 24.9% 34.9% 28.4% 22.0% 24.4% 41-60% 35.1% 41.9% 31.3% 32.2% 36.0% 61-80% 23.9% 9.3% 23.9% 27.1% 18.6% 81-100% 5.4% 2.3% 4.5% 8.5% 5.8% n = 205 43 67 59 86

Climate scientists 0-20% 1.9% 0.0% 3.0% 0.0% 3.5% 21-40% 4.4% 0.0% 7.5% 5.1% 2.3% 41-60% 7.8% 11.4% 10.4% 6.8% 8.1% 61-80% 16.0% 20.5% 13.4% 16.9% 18.6% 81-100% 69.9% 68.2% 65.7% 71.2% 67.4% n = 206 44 67 59 86

Table A51

To the best of your knowledge, what percentage of the following people think sea-level rise is happening along Maryland's coastlines?

All respondents Audubon Higher education

Business community

Faith community

People in my community

0-20% 28.6% 27.9% 26.9% 30.5% 31.4% 21-40% 22.8% 18.6% 29.9% 25.4% 23.3% 41-60% 23.3% 27.9% 19.4% 23.7% 23.3% 61-80% 19.4% 20.9% 19.4% 13.6% 16.3% 81-100% 5.8% 4.7% 4.5% 6.8% 5.8% n = 206 43 67 59 86

Maryland's Eastern Shore residents

0-20% 11.2% 9.3% 10.4% 15.3% 12.8% 21-40% 22.3% 23.3% 25.4% 23.7% 23.3% 41-60% 27.2% 20.9% 29.9% 32.2% 31.4% 61-80% 29.6% 30.2% 29.9% 22.0% 24.4% 81-100% 9.7% 16.3% 4.5% 6.8% 8.1% n = 206 43 67 59 86

Maryland residents (statewide)

0-20% 21.4% 25.6% 16.4% 27.1% 25.6% 21-40% 30.1% 30.2% 38.8% 23.7% 24.4% 41-60% 32.5% 34.9% 25.4% 33.9% 38.4% 61-80% 11.7% 7.0% 16.4% 8.5% 8.1% 81-100% 4.4% 2.3% 3.0% 6.8% 3.5% n = 206 43 67 59 86

Scientists 0-20% 4.4% 0.0% 3.0% 8.6% 4.7% 21-40% 4.4% 6.8% 9.0% 0.0% 3.5% 41-60% 8.3% 6.8% 7.5% 12.1% 10.6% 61-80% 21.8% 20.5% 25.4% 20.7% 23.5% 81-100% 61.2% 65.9% 55.2% 58.6% 57.6% n = 206 44 67 58 85

                                                                                                                

     

  

68 

Civic and issue communication opinion leadership Table A52 

Conservation communication opinion leadership scale All respondents Audubon Higher education Business community Faith community Mean 14.21 14.65 15.07 12.92 13.80

95% CI 13.73 13.65 14.27 12.00 13.10 14.68 15.73 15.89 13.92 14.54

n 186 43 59 52 81                                                                                                                   Table A53 

Influentials -- 3 or more civic actions in the past year

All respondents Audubon Higher education

Business community

Faith community

Not an influential 43.2% 46.5% 28.4% 59.0% 42.0% Roper ASW’s Influentials (3 or more civic actions in past year)

56.8% 53.5% 71.6% 41.0% 58.0%

n = 206 43 67 61 88                                                                                                              Table A54 

Number of civic actions (Maximum 11 possible) All respondents Audubon Higher education Business community Faith community Mean 4.50 3.88 6.67 2.90 4.34

95% CI 3.97 2.98 5.72 2.18 3.67 5.00 4.93 7.60 3.61 5.12

n 201 42 66 59 87                                                                                                        Table A55 

Combined civic and natural resources communication opinion leadership All respondents Audubon Higher education Business community Faith community 0-1 leadership categories 75.0% 69.8% 68.3% 88.7% 78.0% Combined leadership categories 25.0% 30.2% 31.7% 11.3% 22.0% n = 188 43 60 53 82

     

  

69 

    

 Blackwater National Wildlife Refuge Program 

Participation Data   

Appendix B 

                    

  

70 

Participant gender Table B1 

What is your gender?

%

Male 37.8 Female 62.2 n = 217

 Familiarity with programming and BNWF Table B2 

Have you participated in a “Salt Marsh Stories” educational presentation by Pickering Creek?

All participants Audubon

participants

Higher education

participants No 71.5% 78.7% 68.8% Yes — I saw the talk this year 12.7% 10.6% 13.5% Yes — I have seen the talk in previous years 5.0% 4.3% 5.3% Don’t know 8.1% 2.1% 10.0% n = 221 47 170 *Totals may not total 100%; respondents may choose multiple answers.

Table B3 

Have you visited Blackwater National Wildlife Refuge before today?

All participants Audubon participants Higher education

participants No 52.5% 21.3% 61.2% Yes — With Pickering Creek Audubon Center 8.6% 8.5% 8.2% Yes — With another organization 10.0% 14.9% 8.2% Yes — On my own 29.9% 68.1% 18.8% Don’t know 4.1% 0.0% 5.3% n = 221 47 170 *Totals may not total 100%; respondents may choose multiple answers.

 Group cohesion Table B4 

How familiar are you with the other people who participated in the program today? All participants Audubon participants Higher education participants Not at all 11.9% 32.6% 5.3% A little 15.1% 26.1% 11.2% Somewhat 42.5% 21.7% 49.1% Very 22.8% 10.9% 26.6% Extremely 7.8% 8.7% 7.7% n = 219 46 169

Table B5 

How strong is your feeling of belonging to the people in the group today? All participants Audubon participants Higher education participants Not at all 2.7% 4.3% 2.4% A little 10.5% 17.0% 8.3% Somewhat 32.3% 36.2% 31.4% Very 34.5% 25.5% 36.7% Extremely 20.0% 17.0% 21.3% n = 220 47 169

Table B6 

How close do you feel to the people in your group today? All participants Audubon participants Higher education participants Not at all 3.2% 2.1% 3.6% A little 12.3% 17.0% 10.7% Somewhat 37.9% 46.8% 35.7% Very 29.2% 14.9% 32.7% Extremely 17.4% 19.1% 17.3% n = 219 47 168

 

  

71 

Overall program satisfaction Table B7 

I feel very good about my experiences today. All participants Audubon participants Higher education participants Strongly disagree .9% 0.0% 1.2% Somewhat disagree .5% 0.0% .6% Neutral 3.7% 0.0% 4.8% Somewhat agree 11.5% 2.1% 14.3% Strongly agree 83.5% 97.9% 79.2% n = 218 47 168

Table B8 

I am satisfied with Pickering Creek Audubon Center’s program today. All participants Audubon participants Higher education participants Strongly disagree .5% 0.0% .6% Somewhat disagree .5% 0.0% .6% Neutral 5.0% 2.1% 6.0% Somewhat agree 7.8% 0.0% 10.1% Strongly agree 86.2% 97.9% 82.7% n = 218 47 168

Table B9 

I enjoyed Blackwater National Wildlife Refuge. All participants Audubon participants Higher education participants Strongly disagree .9% 0.0% 1.2% Somewhat disagree 0.0% 0.0% 0.0% Neutral 4.1% 0.0% 5.4% Somewhat agree 11.1% 6.4% 12.6% Strongly agree 83.9% 93.6% 80.8% n = 217 47 167

Program content assessment Table B10 

The program was interesting. All participants Audubon participants Higher education participants Strongly disagree .9% 0.0% 1.2% Somewhat disagree .9% 0.0% 1.2% Neutral 3.7% 0.0% 4.8% Somewhat agree 20.3% 8.5% 24.0% Strongly agree 74.2% 91.5% 68.9% n = 217 47 167

Table B11

The program was well-organized. All participants Audubon participants Higher education participants Strongly disagree .5% 0.0% .6% Somewhat disagree .5% 0.0% .6% Neutral 3.7% 0.0% 4.8% Somewhat agree 19.3% 6.4% 23.2% Strongly agree 76.1% 93.6% 70.8% n = 218 47 168

Table B12

The program was stimulating. All participants Audubon participants Higher education participants Strongly disagree .9% 0.0% 1.2% Somewhat disagree 1.8% 0.0% 2.4% Neutral 7.4% 2.1% 9.0% Somewhat agree 19.4% 10.6% 21.6% Strongly agree 70.5% 87.2% 65.9% n = 217 47 167

   

  

72 

Program staff assessment Table B13 

The staff were knowledgeable. All participants Audubon participants Higher education participants Strongly disagree .5% 0.0% .6% Somewhat disagree .5% 0.0% .6% Neutral 2.3% 0.0% 3.0% Somewhat agree 9.6% 2.1% 11.9% Strongly agree 87.2% 97.9% 83.9% n = 218 47 168

Table B14 

The staff were responsive to participant needs and questions. All participants Audubon participants Higher education participants Strongly disagree .9% 0.0% 1.2% Somewhat disagree 0.0% 0.0% 0.0% Neutral 1.8% 0.0% 2.4% Somewhat agree 9.2% 2.1% 11.3% Strongly agree 88.1% 97.9% 85.1% n = 218 47 168

Table B15

The staff did a good job in making it a fun day for me. All participants Audubon participants Higher education participants Strongly disagree .9% 0.0% 1.2% Somewhat disagree .9% 0.0% 1.2% Neutral 2.3% 0.0% 3.0% Somewhat agree 14.7% 2.1% 18.6% Strongly agree 81.1% 97.9% 76.0% n = 217 47 167

Program repeat participation   Table B16 

I would participate in this program again. All participants Audubon participants Higher education participants Strongly disagree 1.8% 0.0% 2.4% Somewhat disagree 1.4% 0.0% 1.8% Neutral 6.9% 2.1% 8.3% Somewhat agree 22.0% 10.6% 25.6% Strongly agree 67.9% 87.2% 61.9% n = 218 47 168

Table B17 

I will recommend this program to other people. All participants Audubon participants Higher education participants Strongly disagree 1.4% 0.0% 1.8% Somewhat disagree 1.4% 0.0% 1.8% Neutral 7.8% 2.1% 9.5% Somewhat agree 16.5% 8.5% 19.0% Strongly agree 72.9% 89.4% 67.9% n = 218 47 168

        

  

73 

Program recommendations

Table B18 I will say positive things about this program to other people.

All participants Audubon participants Higher education participants Strongly disagree .9% 0.0% 1.2% Somewhat disagree 1.4% 0.0% 1.8% Neutral 3.2% 0.0% 4.2% Somewhat agree 13.3% 6.4% 15.5% Strongly agree 81.2% 93.6% 77.4% n = 218 47 168

 Participant descriptions of program Table B19 

If you were to tell a friend about your day today, what would you say? (Coded from open ended responses.) Fun/great time 41% Planted marsh grass/trees/etc. 23% Engage(d) in environmental conservation 22% Dirty/muddy 17% Educational 17% Great people 11% Beautiful 7% Cold/wet 5% Saw wildlife 5% Importance of salt marshes/BNWR 5% Climate change 1% n = 190

                

  

74 

Emotional responses Table B20 

Please tell us whether you felt the following emotions or reactions during the day. All participants Audubon participants Higher education participants Happy No 3.2% 0.0% 4.2%

Yes 96.8% 100.0% 95.8% n = 218 47 168

Energetic No 13.8% 6.4% 16.2% Yes 86.2% 93.6% 83.8% n = 218 47 167

Excited No 11.5% 8.5% 11.4% Yes 88.5% 91.5% 88.6% n = 217 47 166

Bored No 91.1% 100.0% 88.3% Yes 8.9% 0.0% 11.7% n = 214 47 163

Angry No 98.6% 100.0% 98.8% Yes 1.4% 0.0% 1.2% n = 214 46 164

Annoyed No 94.9% 100.0% 93.3% Yes 5.1% 0.0% 6.7% n = 214 47 163

Motivated No 7.3% 2.1% 8.9% Yes 92.7% 97.9% 91.1% n = 219 47 168

Inspired No 15.6% 6.4% 18.0% Yes 84.4% 93.6% 82.0% n = 218 47 167

Humbled No 21.1% 34.1% 17.0% Yes 78.9% 65.9% 83.0% n = 213 44 165

Sad No 89.8% 93.6% 89.1% Yes 10.2% 6.4% 10.9% n = 216 47 165

Depressed No 95.3% 100.0% 94.5% Yes 4.7% 0.0% 5.5% n = 213 46 163

Dejected No 97.7% 100.0% 96.9% Yes 2.3% 0.0% 3.1% n = 214 47 163

Surprised No 44.7% 54.3% 41.2% Yes 55.3% 45.7% 58.8% n = 215 46 165

Amazed No 33.6% 46.7% 29.7% Yes 66.4% 53.3% 70.3% n = 214 45 165

Entertained No 13.0% 13.3% 12.0% Yes 87.0% 86.7% 88.0% n = 215 45 166

Awestruck No 44.5% 57.8% 40.5% Yes 55.5% 42.2% 59.5% n = 211 45 163

Shocked No 65.3% 84.4% 60.4% Yes 34.7% 15.6% 39.6% n = 213 45 164

Breathtaken No 47.1% 63.6% 42.6% Yes 52.9% 36.4% 57.4% n = 210 44 162

      

  

75 

Place attachment to Blackwater National Wildlife Refuge  Table B21 

Place attachment to Blackwater National Wildlife Refuge

All participants Audubon participants Higher education

participants I have negative feelings for this place.

False 99.5% 100.0% 99.4% True .5% 0.0% .6% n = 219 47 169

I have no particular feelings for this place.

False 87.6% 100.0% 84.0% True 12.4% 0.0% 16.0% n = 218 47 169

I do not think of myself as being from this place.

False 37.6% 28.9% 40.0% True 62.4% 71.1% 60.0% n = 213 45 165

I have an emotional attachment to this place -- it has meaning to me.

False 34.9% 19.6% 39.8% True 65.1% 80.4% 60.2% n = 215 46 166

I am willing to invest my talent or time to make this an even better place. [Blackwater National Wildlife Refuge]

False 17.5% 4.3% 21.6% True 82.5% 95.7% 78.4% n = 217 47 167

I am willing to make financial sacrifices for the sake of this place.

False 58.0% 52.3% 60.0% True 42.0% 47.7% 40.0% n = 212 44 165

                                     Table B22 

Place attachment to Blackwater National Wildlife Refuge All participants Audubon participants Higher education participants Mean 4.12 4.51 4.01

95% CI 3.94 4.20 3.77 4.33 4.81 4.23

n 201 41 158

 Nature affinity Table B23 

Nature affinity All participants Audubon participants Higher education participants Mean 4.26 4.60 4.16

95% CI 4.15 4.44 4.04 4.36 4.72 4.27

n 218 47 168

 Salt marsh and sea level rise knowledge Table B24 

What is a salt marsh? All participants Audubon participants Higher education participants A type of wetland 9.1% 6.4% 10.1% A transition between land and ocean or bay systems

4.1% 2.1% 4.7%

A harsh environment where plants and animals are adapted to survive in tidal and saline conditions

5.9% 6.4% 5.9%

***All of the above 76.7% 80.9% 75.1% Don't know 4.1% 4.3% 4.1% n = 219 47 169

***Correct response

   

  

76 

[Continued] Salt marsh and sea level rise knowledge

Table B25Which is not one of the functions of the salt marshes?

All participants Audubon participants Higher education participants Provide habitat for migrating and breeding birds

1.4% 0.0% 1.8%

***Provide nurseries for endangered shark species

68.5% 85.1% 63.3%

Purify water 16.0% 8.5% 18.3% Provide erosion and flood control 4.1% 2.1% 4.7% Don't know 10.0% 4.3% 11.8% n = 219 47 169

***Correct response Table B26 

What is the Atlantic Flyway? All participants Audubon participants Higher education participants A type of bird mating behavior 2.7% 2.1% 3.0% ***A migratory path for birds 79.5% 91.5% 75.7% A runway at Baltimore's airport .9% 0.0% 1.2% An air circulation pattern .5% 0.0% .6% Don't know 16.4% 6.4% 19.5% n = 219 47 169

***Correct response Table B27 

Which is not threatening the salt marshes? All participants Audubon participants Higher education participants Sea level rise .9% 0.0% 1.2% ***Addition of soils 84.4% 80.9% 85.1% Climate change 1.8% 2.1% 1.8% Invasive species 2.8% 6.4% 1.8% Don't know 10.1% 10.6% 10.1% n = 218 47 168

***Correct response Table B28

How fast have sea levels been rising in comparison to Maryland's coastline in the last 10 years, if at all? All participants Audubon participants Higher education participants Sea levels have not been rising .5% 0.0% .6% Less than 1/4 of an inch a year 3.7% 4.3% 3.0% ***Between 1/4 to 1/3 of an inch a year

27.2% 29.8% 26.9%

Between 1/2 to 2/3 of an inch a year

21.2% 23.4% 20.4%

A foot or more a year 2.8% 2.1% 3.0% Don't know 44.7% 40.4% 46.1% n = 217 47 167

***Correct response Table B29 

Average number of correct answers All participants Audubon participants Higher education participants Mean 3.33 3.68 3.24

95% CI 3.15 3.34 3.04 3.50 4.02 3.44

n 221 47 170

      

  

77 

Climate change and sea level rise certainty  and causation Table B30

Do you think that climate change is currently happening? How sure are you that climate change is happening/not happening? All participants Audubon participants Higher education participants Extremely sure that climate change is not happening

0.0% 0.0% 0.0%

Very sure that climate change is not happening

1.4% 0.0% 1.9%

Somewhat sure that climate change is not happening

0.0% 0.0% 0.0%

Not at all sure that climate change is not happening

0.0% 0.0% 0.0%

Don't know 5.7% 2.2% 6.8% Not at all sure that climate change is happening

1.9% 0.0% 2.5%

Somewhat sure that climate change is happening

13.8% 11.1% 14.9%

Very sure that climate change is happening

22.9% 24.4% 21.7%

Extremely sure that climate change is happening

54.3% 62.2% 52.2%

n = 210 45 161                                                  Table B31 

Do you think that sea-level rise is currently happening along Maryland’s coastlines? How sure are you that sea-level rise is happening/not happening along Maryland's coastlines?

All participants Audubon participants Higher education participants Extremely sure that sea level rise is not happening along Maryland’s coastlines

0.0% 0.0% 0.0%

Very sure that sea level rise is not happening along Maryland’s coastlines

.5% 0.0% .6%

Somewhat sure that sea level rise is not happening along Maryland’s coastlines

0.0% 0.0% 0.0%

Not at all sure that sea level rise is not happening along Maryland’s coastlines

0.0% 0.0% 0.0%

Don't know 6.0% 2.1% 7.2% Not at all sure that sea level rise is happening along Maryland’s coastlines

3.7% 0.0% 4.2%

Somewhat sure that sea level rise is happening along Maryland’s coastlines

15.7% 12.8% 16.9%

Very sure that sea level rise is happening along Maryland’s coastlines

27.8% 19.1% 30.7%

Extremely sure that sea level rise is currently happening along Maryland’s coastlines

46.3% 66.0% 40.4%

n = 216 47 166 Table B35 

What do you think is causing climate change? All participants Audubon participants Higher education participants Caused entirely by human activities

7.4% 8.9% 7.1%

Caused mostly by human activities 56.4% 55.6% 56.1% Caused about equally by human activities and natural changes in the environment

29.4% 31.1% 29.0%

Caused mostly by natural changes in the environment

2.5% 2.2% 2.6%

Caused entirely by natural changes in the environment

1.5% 0.0% 1.9%

Don't know 2.9% 2.2% 3.2% n = 204 45 155

 

  

78 

Understanding the effects of sea level rise on the salt marshes Table B36 

Please tell us about what effect, if any, you think that sea level rise is having on the salt marshes in Blackwater National Wildlife Refuge. (Coded from open ended responses.)

Loss/movement of salt marsh 56% Loss of species/habitat 23% Loss of trees 12% Erosion 9% Bad/negative effect 8% Salinity change 6% Don't know 4% Climate change 3% n = 178

         XXXXX                              Salt marsh issue involvement and communication Table B37 

How much do you care about the salt marshes? All participants Audubon participants Higher education participants Not at all 2.3% 0.0% 3.0% Slightly 12.0% 4.4% 14.4% Moderately 39.8% 28.9% 43.1% Extremely 45.8% 66.7% 39.5% n = 216 45 167

Table B38 

How knowledgeable are you about the salt marshes? All participants Audubon participants Higher education participants Not at all 7.9% 6.5% 8.4% Slightly 36.1% 30.4% 37.3% Moderately 43.5% 54.3% 41.0% Extremely 12.5% 8.7% 13.3% n = 216 46 166

Table B39 

How likely is it that you will talk about the salt marshes with friends and neighbors after today’s program? All participants Audubon participants Higher education participants Not at all 9.3% 6.5% 10.2% Slightly 21.8% 13.0% 24.1% Moderately 40.7% 45.7% 40.4% Extremely 28.2% 34.8% 25.3% n = 216 46 166

                     Sea level rise issue involvement Table B40 

How much do you care about sea-level rise? All participants Audubon participants Higher education participants Not at all 1.4% 0.0% 1.8% Slightly 9.2% 4.3% 10.8% Moderately 40.6% 34.8% 41.9% Extremely 48.8% 60.9% 45.5% n = 217 46 167

Table B41 

How knowledgeable are you about sea-level rise? All participants Audubon participants Higher education participants Not at all 4.6% 8.7% 3.6% Slightly 32.4% 23.9% 34.3% Moderately 50.9% 54.3% 50.0% Extremely 12.0% 13.0% 12.0% n = 216 46 166

                                                                                                                                                                                                                                                                                                                                                         

 

  

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Sea level rise issue communication Table B42 

How likely is it that you will talk about sea-level rise with friends and neighbors after today’s program? All participants Audubon participants Higher education participants Not at all 11.5% 4.3% 13.2% Slightly 26.3% 23.9% 27.5% Moderately 40.1% 43.5% 39.5% Extremely 22.1% 28.3% 19.8% n = 217 46 167

 

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